Imagine a garment to and from activity, yoga, the gym, in the mountains, after a winter swim or surf, on a walk or just during coffee time in a tavern somewhere in Europe. That was Cajsa Jackson's idea when she sat down at the drawing board a couple of years ago and started sketching a design. Now the garment, an overall made of wind- and water-repellent material with a thin, warm lining, is about to be exported under the Eyesoverall brand. Via the Enterprise Europe Network in Dalarna, Eyesoverall has developed an export strategy.
The business idea is to produce limited editions of their design in different functional materials for universal width, to an international and national market for a sustainable future. From the very beginning, export was in the plan and was also an important part of the design. The typical customer is a person who likes the concept of a single garment, a multifunctional overall.
The overall is a unisex garment and designed in material and function to be used in most climates and environments. Cajsa also saw an opportunity to create something internationally sustainable that challenges overconsumption and overproduction in the textile industry: "We need to be enlightened to see the uses and value of thoughtful products based on design, materials and production. It's important from an environmental perspective," says Cajsa.
Tested the product in eight markets
The launch was delayed in various ways, especially by the pandemic, but Cajsa does not see this as entirely negative as it has given more time for development and market preparation. Before the launch, Cajsa tested the product in 8 different markets in Europe and collected the feedback she received from the various test persons. The responses were constructive and served as a good basis for further development, such as comments on color.
In the late summer of 2022, Cajsa finally launched Eyesoverall during the Yoga Games in Båstad. The launch was well thought out and planned with sustainability in focus. "I prepared to be as mobile and sustainable as possible. Tested everything beforehand, what it takes to be seen well with simple means.
The challenge of finding the most sustainable path
According to Cajsa, the biggest challenges with the venture have been transportation costs and finding the most sustainable route for both transport and finances. Marketing is also a challenge if you want to stand out and be seen, but still appeal to different customers in the markets where the overalls will be sold.
Support in export efforts via the Enterprise Europe Network
Cajsa met an international advisor for the Enterprise Europe Network (EEN) at Dalarna Science Park. There she received guidance on how to set up an export venture and Cajsa says with enthusiasm that "I am not exaggerating if I say that Dalarna Science Park and EEN have given me a tremendous amount of feedback and support". Having a contact with an international advisor has been very valuable, Cajsa thinks, especially in an uncertain period of pandemic and war.
She is now looking to the future and her vision is to be able to devote all her time to Eyesoverall. To other entrepreneurs who are thinking of exporting, Cajsa gives the tip to review the product based on sustainability, that is, how and where you produce.
Facts
Seat: Falun
Owner: Cajsa Jackson
Type of business: Design and fashion
Number of years the company has been exporting: Prepared for export for 2 years
Which markets: EU
