Forindet is a stationery brand that captures Denmark and the Danish way of life through the experiences of a newcomer.
Our products are deeply rooted into keen observation, clean design and are spiked with a pinch of humour.
We endeavour to create pieces with a minimal footprint and outstanding quality.
In 2018 my parents came to visit for Christmas and while browsing for souvenirs, we came to the conclusion that most of what was available was a generic stylized cliché that didn’t reflect our actual experiences. I joked that maybe I’ll start my own line of souvenirs to tell my own story about what Denmark really feels like to me. A year later I created a small range of 9 postcards and opened an Etsy shop.
Since my first collection I have expanded the range of cards to also cover other themes that not only are important to me, but are part of my Scandinavian experience: a longing for nature and slow living.
I design and produce all my cards entirely by myself in my tiny home studio. Every card is based on an observation I want to highlight, a story I want to share with a fellow international. I sketch my ideas on paper and try to break them down into a simple visual and a relatable one-liner that encapsulates an experience.
Then I clean up and develop the design digitally. I love bold, but limited colour palettes, flow-y organic shapes and a touch of scratchy texture. I’m strongly influenced by the Scandinavian clean minimalist style, which I like to balance with my warmer Southern side. Once the design is ready I send it to my local printing partners and a new card is born!
As a nature lover, sustainability is really important to me and I always consider the impact of each product I create. All cards are printed on recycled and recyclable paper with non toxic inks and are packaged in paper, cardboard or compostable packaging.
The cards are printed locally in Copenhagen. Furthermore I favour products that can serve multiple purposes. I encourage people to come up with creative ways to use my work: a postcard can also be a bookmark, a mini wall art, a scrapbooking piece, etc.
Vinyl stickers are probably my least sustainable product at the moment as they require plastic. They are also the only product that is made outside of Denmark (in Italy).
Another aspect that I care about deeply is ethics. I believe that everyone involved in the production of a piece has to be paid fair wages, which is why I favour partners based in Denmark and the EU where labour laws are strickter. However I’m aware that unfair labour practices exist even in countries like Denmark. To minimise the chance of exploitation of labour I try to do as much as possible myself.
I’m working on continuously educating myself about the environmental and ethical impacts of my business and endeavour to keep them as minimal as I can to the best of my knowledge, but I am by no means perfect!
I’m originally from sunny Plovdiv, Bulgaria and since 2009 have lived all over Denmark: Aalborg (my Danish hometown), Herning and now Copenhagen. I’ve spent most of my adult life in Denmark, which is why I feel competent enough to make sweeping generalisations about Danes and Danish culture and to put them on postcards for you to enjoy.
I’m passionate about exploring forests, watching sunrises, eating wild berries, drinking tea, staring into the night skies, being cosy at home, having bonfires, baking cakes, biking in the countryside and drawing all these things.
I’m strongly influenced by nature and the changing seasons, the desire to preserve a child-like sense of wonder, curiosity and contentment. I want to encourage people to slow down and appreciate the perfect little moments in life and maybe to share them with someone special through a card… or two…
