Carl-David Hagerbonn left a long career in finance industry to challenge existing norms in an industry that needs to change.
“I wanted to create a sustainable and ethical jewelry brand with a design aiming at creating inner strength to the wearer, to in the long run create a difference not only to the wearer, but to the whole world.” In a will to positively disrupt an industry that is unsustainable and relient on fast-fashion, Carl-David and TREEM aims to be a leader for responsible and meaningful businesses.
TREEM stands for The TRue and ElEgant Movement. The goal was to create a new fashion brand with a strong genuine story that rests on three important pillars, namely sustainability, equality and good working conditions, three factors that 99% of the industry doesn’t care about as it is per today.
TREEM’s design language is raw elegance, with a sincere aim at bringing out the strength and strong determination to create positive change. “I am, and many are, inspired by the raw beauty of Nordic nature, and on a spiritual level, true to its Nordic origin, TREEM is also inspired by Nordic mythology.” In a world of the fjell, sharp rocks, the god of thunder Thor’s double-hammer is a symbol of strength and determination. “As Thor did defend his world, we also need to defend our world – with humanity, love and with care for our nature.”
For Carl-David the important factor from start has been that TREEM really strengthens the wearer, that the design makes a difference in the short, and long run. “The bracelets will be reminders for its wearer to be true and elegant, and be the identifier for someone standing up for climate action, equality, and fair working conditions. I really hope people can be continuously inspired and take steps towards change for the good together with TREEM.”