At Playtime Paris one of my newest discoveries was Wheat from Denmark which is a well-established Scandinavian children’s brand since 2002. During our interview designer Charlotte Galsgaard shared how she started the Wheat brand which was one of the few Danish kids labels back in 2002.
Meet Wheat Designer Charlotte Galsgaard
“In 2002 I had been in business for many years as a distributor and agent for children’s brands. Our market in Scandinavia always needs dresses for girls. And sometimes there were no dresses in the lines I would carry. So I met someone who wanted to produce childrenswear, he produced womenswear for many years. And that was the beginning of Wheat.”
Interview with Wheat Designer Charlotte Galsgaard at Playtime Paris
“I’ve always been very creative and after University I actually was one of the people who started Oracle in Denmark. So I worked for an American company for many years. One day I decided that I needed to go the creative path and I went to design school.”
Wheat Designer Charlotte Galsgaard Started Brand in 2002
“When we started in Denmark back in 2002 there were very few Danish children’s brands. For example, my children, when they were small, there weren’t very many brands. There were a few big Italian and French brands and H&M. But there wasn’t a big variety like there is today. I think new moms spend more money on their children. It’s different now.”
Wheat Spring Summer 2015 Look Book with Designer Charlotte Galsgaard
“The softness of designing for the children’s universe for me was like finding my place. The competition is different than with women’s fashion. We actually talk a lot with other brands, and are happy to share.”
Wheat Boys Collection for Spring Summer 2015
“If I had to describe Wheat in 3 ways I’d say Scandinavian design, creating our own unique fabric prints, and soft colors. All of our fabrics prints we design ourselves this a big part of our uniqueness. When I start doing a collection I begin making all of the drawings for the fabric prints.”
Wheat Scandinavian Style Children’s Wear
“For Spring Summer 2015 for boys and girls, we have 3 themes. The first color scheme is called Travel’ a child traveling in the world but also in his or her own imagination.”
Wheat Boys Message in a Bottle
“The second is our very classic and nostalgic line called Countryside. It’s very Scandinavian and I had lots of fun designing it because it took me on a journey back in my past designs from the beginning of Wheat since 2002. So far this has been the best selling line at the trade show.”
Wheat Baby Girls Floral Pattern
“The third line is called Summer’s When it’s Best which is more beachwear.”
Wheat Girls Beachwear Outfit
“For baby boys, I have designed a little-knitted set which I think is the perfect gift for newborns. We do a lot of story prints for the boys both illustrated fabric prints and for t-shirts later in the process”
Wheat Baby Boys Nautical Outfits
“And for the boys, here is a stripe knitted sweater with a pocket on the front. We have some very classic items in the boys’ collection. The Wheat Boy is very classic. We have linen trousers and vests.”
Wheat Baby Boys Linen Suit
“This is from the Travel line where we’ve put in a lot of bottled messages, which is one of our themes in our story. You can see here something similar to a print on a t-shirt with bottled messages on it. Every color story has its own tag.”
Wheat Message in a Bottle Hand Illustrated Fabric
“For the girls, this is a very typical Scandinavian Summer dress. Here’s another classic dress with a fabric that almost looks like wallpaper kind of print. You’ll also find it on a t-shirt. I also love blue dresses for girls in prints or stripes.”
Wheat Girls Classic Scandinavian Style Dresses
“This is one of my favorite sets for the baby girl. I love newborns and this is made of very thin cotton. This little set, the print is very typical of Wheat’s classic style. It’s soft and has ruffles on the back. It’s very cute for a baby girl.”
