Gram is a Stockholm based brand fashioned by designers Alexis Holm and Anna Stenvi in April 2005. I touched base with Alexis Holm for an interview. He gave us an inside scoop on Gram, Swedish Fashion, and important life lessons!
Hi Alexis, I’ve heard great things about you and have been watching your sneaker brand Gram for a minute. Tell us a little about yourself?
Well, my mothers side is full of artists and painters, and my dad’s an engineer. I’m basically a mix of both, but most importantly someone that can’t stand the 9 to 5 life sentence. Currently 30 odd years, bordering 31, attended a few apparel and design courses, did the shoe retail business for 3 years and worked as a sourcer/buyer for a Swedish fashion brand for 2,5. After that decided that it was time to do something a little different, and here I am.
Swedish style is quite unique from say, American or french fashion. I’m sure the cold weather definitely has a part to play in Swedish fashion. Would you say Gram sneakers is Swedish style? What is Swedish style?
You’re right about the weather. Swedish design is definitely a reflection of our climate. It’s generally a little more “serious” and functionalistic than the countries you compare it to. I’d say Sweden is well known for making good quality high-fashion at an affordable price.
What influences you as a designer?
I could say nothing, but that wouldn’t really make sense. I’m not the type of designer that makes tons of mood boards and tears apart old issues of Vogue looking for the next collection. Instead I just work along my own path of preference and do whatever I haven’t done yet, hoping that people will find it all new and exciting.
How would you describe your work?
5% design. The remaining 95% is business.
What do have in store for the future of Gram sneakers? Whats your ultimate goal?
Well it would be nice to make some money, but that’s only a goal as long as you dont have any. I think the ultimate for me is recognition for my design and the chance to travel, working with people and brands that I admire.
The future of gram will see more product lines, accessories and collabs. Hold on, it’s all in the pipe as we speak.
Outside of designing sneakers, what are your other hustles or hobbies?
Wow. Right now that’s my problem. There are too many shoes in my life and not enough of anything else. No comment for now, but get back to me in a year or so and we’ll see if the situation’s improved.
What is a MUST DO in Sweden?
Mid-Summer festival in the Swedish Archipelago, it’s the only thing I never miss.
What is your philosophy?
A paycheck from your employer is only compensation for lost time.
Lastly, what is the most vital lesson you’ve learned?
Don’t be too proud to ask for help
