FIGHTING FOR BODY RIGhtS SINCE 1933
ELISE is a fashion brand created by RFSU, a Swedish non-profit organization that fight for body rights around the world. The messages featured in the collection derive from RFSU’s definition of Body Rights, which focus on everyone’s right to decide over their body, sexuality and identity. It emphasizes every individual’s freedom to love who they want, make own decisions about one’s body and express oneself and one’s sexuality. The overall objective for ELISE is to function as a platform that can grow and develop in various ways over time. The central aspect will always be to keep fighting for Body Rights.
The first ELISE collection was launched in September of 2017. All items are unisex and made of organic cotton and in line with FWF (Fair Wear Foundation) code of conduct. All proceeds go to RFSU’s continuous work for Body Rights. The lookbook and campaign video is shot and directed by artist and body rights activist, Arvida Byström. The collection is available exclusively online and at Colette in Paris.
The name ELISE is homage to Elise Ottesen-Jensen, that ignited the fight for body rights and founded RFSU in 1933. Her vision about equality and freedom is central for ELISE’s ideas and design.
In 1969, when Flower Power was at its peak, RFSU created the brand “Blommor och Bin”. Old styles were replaced with jeans and t-shirts in modern cuts, and the stores created room to breathe for youth who needed somewhere to go. RFSU employed its own fashion designers such as Nina Wahlgren and Barbro Grytnäs Ersdotter, and Blommor och Bin became a huge success. At its peak, RFSU ran 38 stores around Sweden, and the very first Blommor och Bin store was located at Hötorget in central Stockholm. In addition, the stores also provided condoms, literature and brochures.