MIND IN OPEN AIR

There’s a certain state of mind connected to the feeling of open air – a sense we carry within us, even when we’re not outside. It’s the calm that comes with space, the clarity that follows when we breathe more deeply, the freedom that lingers long after we’ve closed the door. We call it Mind in open air.

For us, it’s much more than just a phrase. It’s a way of seeing the world – shaped by the light, the wind and the sea along the Swedish west coast. It’s where we come from, and what continues to guide us. The open air reminds us that life can be lived more simply, with fewer distractions and more intention. That beauty often lies in the feeling of freedom – in being surrounded by nature and the elements, things we cannot control.

At Holebrook, Mind in open air connects everything we do. It’s present in every sketch, in every thread, and in the way we think about design. Our garments are made to protect, to comfort and to endure – but also to reflect something deeper. They carry with them a certain calmness, a reminder of what matters when life feels crowded. Like when you pull on a sweater after a swim in cold salt water, or sit by a window on a grey day and feel the wind move outside. Moments shaped by the same quiet sense of freedom.

To live with Mind in open air is to seek balance – between work and rest, between warmth and wind, between the outer world and the one within. It’s to be grounded yet open, practical yet free-spirited. It’s to find meaning in the essentials, and to choose pieces that last because they were made with a purpose.

Through our knitwear, we explore this state of mind. Each piece carries traces of our landscape – the rugged cliffs, the restless sea, the changing seasons. These garments are designed not just for weather, but for life as it unfolds: unpredictable, imperfect, and beautifully real.

“In the end, Mind in open air is both our origin and our invitation. It’s an invitation to open yourself to this state of mind, and a reminder that life is richer when we open the door and meet the world outside, even if only in our minds.”

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Life is richer in the open air. That’s where we find freedom, connection, and clarity. We create knitwear shaped by the Swedish weather and seasons – consciously crafted to stand the test of time. Knitting is more than tradition to us – it’s our craft, perfected through generations. We knit for comfort and joy, for protection and warmth. We knit for the everchanging Swedish weather. We don’t chase trends. Instead, we believe in a future built on slow, thoughtful fashion. Our goal is to create garments that are cherished and worn often – until they’re nearly fall apart. And then, just a little longer. Our garments are produced in Europe. They are made for the seasons, not for the trends.