THE PURSUIT TO IMPROVE ANIMAL PROTECTION
About and mission
About the Person
“During my early 20s I worked as a fundraiser for WWF in Stockholm., As part of that work I collected funds for projects across the globe. This was normally from members of the public. Very early on in my journey with WWF I was struck by how little people cared about animal welfare, and that it was met with very negative views. One particular comment that stuck with me was that “animals were there to serve humans” This single moment sparked an interest in me to look deeper into why animal protection was not a globally important topic, and my findings motivated me to effect a change. This was the same year the UN launched their 17 global goals - but I noticed, that also here the animals' quality of life was excluded. I realised that in order to really create global and lasting change, we need to change the communication and education around animal protection. It started the passion that later would become a brand driven by equal parts creativity and purpose.. A brand driven by the pursuit to improve animal protection”
“This is for the artists, the changemakers and the storytellers, for the underdogs and the stubborn minded. For all you who thrive to do better, explore more, challenge the status quo, and never take no for an answer. Thank you for being you!”
CEO and Artistic Director Josefin Liljeqvist.
About the Brand
JOSEFIN LILJEQVIST is where innovation, impact, and fashion meets in a creative mixture-always striving to discover what's beyond, in their pursuit of improving animal protection.
Each leather product can be traced back to its origin using each leather goods unique RSID (Traceability code).
The brand is multiple award-winning in its first product: Andrew- the world's first traceable leather footwear. The brand has been part of creating more than one animal welfare standard and been rewarded as a commercial actor improving animal protection by the Swedish Animal Protection Society (Djurskyddet Sverige) aswell as entered a knowledge partnership with Connect4climate in their common search for a sustainable future.