Pelle Vävare x Evelina Kroon: A Meeting of Art and Swedish Textile Craft

Pelle Vävare joins forces with artist Evelina Kroon for FAMILJ, a collection of bathrobes and towels that brings her distinctive visual language into the world of Swedish textile craftsmanship. Combining geometry, colour and repetition with the softness of terry cloth, the collection reimagines Kroon’s signature pattern Rutan in two colourways, Moss and Brick.

Founded in 1964, Pelle Vävare has a long history of quality craftsmanship and pattern making, with collaborations offering a meeting point between traditional textile expertise and contemporary artistic expression. For FAMILJ, the ambition was to create pieces designed to be used, lived with and cherished over time. Kroon’s precise geometric compositions take on a softer, more tactile quality through the material, drawing inspiration from the timeless colour palettes of classic smoking jackets and her personal appreciation for bathhouse culture. The bathrobe, a familiar part of her own everyday life, became a natural starting point for the collaboration.

The name FAMILJ reflects the role that textiles and garments play in our daily lives, connecting us to the people and places we return to. Photographed at Eriksdalsbadet in Stockholm, the campaign features Kroon alongside her father and close friends, bringing the collection into a setting shaped by modernist architecture, colourful tiles and graphic grids. For Kroon, bathhouses are more than architectural spaces. They are open, accessible meeting places where people of different ages and backgrounds come together. With FAMILJ, Pelle Vävare and Evelina Kroon celebrate the beauty of everyday rituals and the lasting connection between design, material and the people who make a place feel like home.