Many of us want to make the world a better place, but there are some who are particularly passionate about it. One of them is Linda Magdalena Jonsson, who with her company Alder Olmai has decided to make the textile and fashion industry more sustainable.
- "My main goal is not commercial success, but making a difference and working for the good of the planet," she says.
Linda Magdalena Jonsson currently divides her time between freelancing as an art director and participating in Dalarna Science Park's incubator program with her green tech company.
She first contacted Dalarna Science Park in the fall of 2021, which is also when she met Jörgen Bond, who is now her business coach.
- Linda Magdalena's ideas are some of the most strategically creative ideas we have seen here in the incubator. She is on the verge of creating something that could change an entire industry and we are very impressed. Linda Magdalena is a very driven innovator with her heart and brain in the right place," says Jörgen Bond.
Since the foremost experts in textile development in Sweden are located at the Swedish School of Textiles in Borås, Dalarna Science Park has arranged a collaboration with the incubator Borås Ink. This means that Borås Ink handles all aspects of the development and testing of the method, while Dalarna Science Park supports Linda Magdalena in matters of financing, branding, business model and the like.
In addition to the ongoing support from Jörgen and the other coaches, the incubator program has also opened many other doors, says Linda Magdalena.
- Dalarna Science Park's incubator is a fantastic environment to be in and the coaches are absolutely invaluable. They share their knowledge, encourage and inspire in a way that opens new paths and new thoughts for me.
Coloring by natural means
Linda Magdalena has many years of experience in the international textile and fashion industry. She has both lived and worked abroad, including in South Africa, where she saw some of the dirty side of the industry.
- Often, business is done in a way that is completely disrespectful to human health and to our planet. It was actually shocking to have that realization.
Already during the years in South Africa, the idea of dyeing textiles with methods that do not require tons of harmful chemicals and a desire to change the industry was born.
Linda Magdalena started reading up, asking around and exploring old-time plant dyeing, while keeping her job. But eventually she reached a point where she felt she needed to quit.
- Right then and there, I decided that in the future I would only work for the good of the planet and be true to my values. And that's exactly how it turned out.
In order to realize her ideas about natural dyeing, Linda Magdalena has in recent years continued to immerse herself in subjects such as botany, chemistry, history and psychology.
- Among other things, I have learned more about the natural plant dyeing methods used in different parts of the world. To this ancient, traditional knowledge, I have added modern, green technology," she says.
The idea is that the method could be used in the world of textiles and fashion and become a quality label for dyeing with natural pigments. This would make the Alder Olmai brand complementary to the manufacturer's own brand, in the same way as Gore-Tex, for example.
- Maybe it will be possible to patent my method, maybe not. We are currently looking into it and I hope it will work out. I'd rather focus on making the world a better place together with serious producers than discussing who has the right to the innovation," she says.
Names from Sami mythology
It is clear that Linda Magdalena reflects a lot and that she has a humble and holistic view of life. She often thinks for a while before answering a question or commenting on something, and she expresses herself carefully.
Even the name of the company, Alder Olmai Supernaturalcolours, is carefully thought out. For Linda Magdalena, the word mix stands above all for the connection between past and future.
She has Sami ancestry on her mother's side and has taken the word 'olmai' from Sami mythology.
- Olmai is a force that lives in a tree and invites us to the forest, while alder is the English name for the alder tree. I wanted to include alder because its bark has historically been used both to dye clothes and as camouflage for hunters. Like olmai, there are many myths surrounding alder.
Challenges strengthen
Laboratory tests are currently being carried out on the dyed fabrics, subjecting them to wear, washing and light, all based on international standards.
- I want to use natural materials as much as possible, so the results I'm waiting for can be a milestone in the process," says Linda Magdalena, who enjoys the constant challenges she faces.
- Developing the company means I have to experiment and explore new ways of thinking to move forward. So what is most challenging is also what is most rewarding.
Linda Magdalena is still a solo entrepreneur, but she does not think she is alone. In addition to the support in the incubator, she also has several people around her who help her, she says.
But now that it is time to take the next step in the company's development journey, Linda Magdalena is looking for a business partner who wants to get involved full-time in Alder Olmai Supernaturalcolors.
- I want to find someone who knows the industry and wants to make a difference, maybe someone who doesn't like the traditional textile industry either. My business partner also needs to be a great salesperson and see the potential of the ideas.
Do you have an idea or a business you want to develop?
Dalarna Science Park is home to Dalarna's only business incubator - a greenhouse for innovation, sustainable ideas and start-ups. Here, participants receive ongoing business coaching, many new contacts, help finding funding and access to several different networks. Read more about and book a meeting with Dalarna Science Park's business incubator.
