Mission & Vision
Our Mission
To build and craft artistically immortal and responsible products that educate and inspire consumers as well as other businesses to improve global animal protection.
Our Vision
We aim to make animal protection an integral part of the sustainability conversation by leveraging the fashion industry, thereby creating a better future for animals, humans, and nature.
Responsible Systems
The challenge we need to solve is significant: Protecting animals and climate. Restoring biodiversity. All while giving brands tools and systems that allow for the most beautiful creations in a responsible way. That’s Responsible Systems. Technological innovations that allow the transformation of the entire fashion industry towards more animal protection, climate stabilization, and traceability.
Responsible Systems function across three key domains: 1. design evolution, 2. supply chain and sourcing, and 3. product IDs. Their purpose? To safeguard animal protection, tracing the journey from a new design's first strokes to the moment our clients hold a ready creation, all underpinned by a traceable supply chain and digital ID.
The Josefin Liljeqvist brand is founded on the idea that creativity in fashion and art can catalyze positive change. We believe that it is possible to accelerate animal protection in fashion and beyond by designing products that either solve or highlight current animal protection issues. Our first fashion product, the world's first traceable leather footwear, reacted to the lack of animal protection in fashion. Each work of art Josefin Liljeqvist crafts has a story and a purpose, driven by design, innovation, and technology innovations aimed at reshaping the future of fashion.
Catalyzing change through design and innovation
Join us
We believe in a compassionate and empathy-based approach to our planet and the natural world with a focus on animal protection. Discover our values, using the alphabet A-Z.
Our values A-Z
With each purchase, you become an integral part of this our Ecosystem of Impact accelerating animal protection on a global scale.
Ecosystem of Impact
Learn more about our on-going sustainability practices and how we're making a positive difference for both humans and animals.
Sustainability practices
Get to know our community of our brilliant goodwill ambassadors and their unwavering dedication to a positive impact. Join us in making a lasting impact
Meet our changemakers
Dive into our conscious fashion collections, where style meets sustainability. Explore products designed to last and for postive impact.
Shop fashion for impact
Each purchase from us is more than just a product; it's a small step towards a more compassionate future.
Our values
We believe in a compassionate and empathy-based approach to our planet and the natural world with a focus on animal protection, ideals that our business is pushing forward in its purpose to be a force of good and positive impact.
Welcome to explore our A-Z alphabet, uncovering our values.
A
is for Animal Protection
B
is for Beauty
C
is for Creativity
D
is for Diversity & Inclusivity
E
is for Entrepreneurship
F
is for Force of Good
G
is for Genuine
H
is for Hope
I
is for Innovative
A-Z
Be part of something meaningful
Join a community that values creativity, conscious living, and purposeful practices. Your purchase isn't just a transaction; it's a commitment to our mission, supporting research, development, and real change for global animal protection.
Join this movement and be part of something meaningful. Together, we can make an impact in the world of sustainable, purposeful luxury.
J
is for Joyful
K
is for Kindness
L
is for Lagom
M
is for Mastery
N
is for Nature
O
is for Openness
P
is for Positive Impact
Q
is for Quality
R
is for Responsibility
S
is for Soul
T
is for Trust
U
is for Unbiased
V
is for Visionary
W
is for Wabi-Sabi
X
is for X-factor
Y
is for Young at Heart
Z
is for Zen
About Us
Explore our story and our values
Founder´s message
Josefin Liljeqvist is a sustainable luxury lifestyle brand that bears my name. As an artist, designer, and animal protection advocate, my journey began early—I started working with WWF at the age of 11 and entered the fashion world at 15. At 24, while working as a public fundraiser for WWF, I was repeatedly told by passersby that 'humans should work for humans, animals are not important in the world.' This sentiment motivated me to create my brand, using fashion and art as tools to accelerate animal protection while crafting sustainable works of art.
I am proud to say that my brand has made history on three notable occasions linked to our work with animal protection:
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In 2018, we became the first fashion brand to enter a knowledge partnership with Connect4Climate, supported by the World Bank Group.
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In 2019, we introduced our groundbreaking fashion-tech product: the world's first traceable leather footwear.
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In 2023, we proudly became the inaugural representative of animal protection in the United Nations Fashion and Lifestyle Network.
It´s lovely having you here, I hope you join our movement.
Love, Josefin