Subjective
OUR APPROACH
IN A TIME TO REIMAGINE
Subjective was born out of a question: what happened to the meaning of quality? In the late summer of 2019, on a small island in the Stockholm archipelago, a father and son – both with backgrounds in the design industry – envisioned a new kind of brand. Tired of disposability and overwhelmed by the noise of fast fashion, they imagined a space where objects were created with lasting intention. Where craft, care, and culture would matter again. That spark became the foundation of Subjective – a platform for thoughtful creation and meaningful design.
THE ALTERNATIVE
Subjective exists to offer something different: an antidote to mass production, and a meaningful answer to the challenges of today’s consumption. We believe design can be a force for change – when it’s rooted in integrity, not excess. By working with local manufacturers, skilled artisans, and some of Sweden’s most thoughtful designers, we create interior objects that are made to last. Each product tells a story of material, process, the people behind it – and invites the user to become part of it.
MADE, HERE
Every piece from Subjective is made in locally, in close dialogue with the people who shape it. We collaborate with small-scale manufacturers, some with histories stretching back over 100 years. From the ceramic studios of Gustavsberg to the linen looms of Värmland, we value proximity, transparency, and respect for knowledge. Our production is intentionally flexible and minimal, reducing waste and emissions at every stage. We don’t overproduce. We don’t cut corners.
- and we don’t believe in shortcuts.
LESS, BETTER.
We think luxury isn’t about price, but about process. It’s about the feeling you get when you hold something made with care - and the decision to keep it for a lifetime. At Subjective, we don’t see imperfection as a flaw. We see it as a fingerprint. A sign that something was made by human hands. We invite you into the process, to learn about the people, techniques, and stories behind each object. Because when you understand the journey, you value the object - and value lasts.
Come along, we still have a massive work to do.
