When Carin Rodebjer founded her namesake brand Rodebjer in 2000, New York City was a different place.
It was before the social media takeover of the fashion world, everything was affordable (reasonably so) and had an indie feel. The designer turned to the Lower East Side for inspiration (namely Ludlow Street) mixed with the Swedish island of Gotland.
The brand is now celebrating its 25-year anniversary with “Love Letter,” a capsule collection celebrating women that have changed the world and have helped shape the brand since it started 25 years ago.
The brand, loved by celebrities like Meryl Streep, Maggie Gyllenhaal and Tracee Ellis Ross, just released a new print inspired by Victorian love tokens, reimagined for our digital era. The capsule collection includes a silk scarf, printed t-shirt, canvas tote bag, and Rodebjer’s signature Agave dress. She also looked to New York-born journalist and social activist Dorothy Day, who went to jail for protesting the Vietnam war, women’s suffrage and the civil rights movement.
In 1917, Day protested in front of the White House alongside40 other women, fighting for women’s right to vote. There is a historic photo of Day holding up her prison dress with handwritten names all over it. “The Love Letter print echoes Dorothy’s bravery and features names of amazing women who have been leading my way,” said Rodebjer.
When she looks back on the photos of Dorothy Day holding up her prison dress, which is covered in signatures, Rodebjer sees a different time. “I’ve had this picture in my reference library for a long time, and it resonates with me deeply,” she said.
“It captures the names of women who stood together for a cause, fighting for what they believed in. I realize that standing up for certain values often requires sacrifice. However, through these sacrifices, we can gain so much in return—like meaningful friendships, fresh perspectives, and inspiration to keep moving forward. I find myself truly inspired by individuals who embody strong values and integrity.”
She adds: “I believe that having integrity and standing up against inequalities make us human.”
The new collection, which is available today on the brand’s website, looks at how the brand has persevered over the past 25 years. “Building a brand is about consistently standing up for who you are, day in and day out, year after year,” she said. “I wanted to use the idea of American Love Tokens to pay tribute to the women who have inspired me. Together, we created a beautiful and flattering print that honors their legacy.”
Building a brand is one thing, keeping it going for a quarter of a century, and looking back 25 years later, is another. It signifies great growth and change, says Rodebjer.
“I remember reading about how Joni Mitchell felt out of touch in the 1980s because her values diverged from mainstream norms,” she said. “I experienced a similar disconnect and stepped away from both the industry and my brand, for a time. However, a brand is an evolution; while it follows a distinct path, different people and energies shape it in unique ways.”
Over the years, the brand’s top moments include the spring/summer 2006 collection, shot with Elsa Hosk. Among Rodebjer’s favorite collections, includes her collaboration with Ukrainian artist Masha Reva and Ukrainian stylist Nadiia Shapoval. The brand’s first bestselling items included their Odessa coat (which Lauryn Hill wore), their Agave caftan and their Sini pants, which have consistently sold for over 20 years.
For the 25-year anniversary celebration, Rodebjer is planning a pop-up shop in New York City, as well as a collaboration, which is still under wraps. The brand held a party at their flagship store last night in Stockholm.
“Today, I feel more inspired than ever, especially with the original dream team back on board, bringing renewed energy to our efforts,” said Rodebjer. “We’re moving forward into the future with a deep understanding of the brand’s history and, importantly, a profound knowledge of what resonates with our customers.”
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