Founded in 2021, Anothachoppa began as a personal mood board for @itsdmn – a place to bring together his fascination with aesthetics, design, and visual culture. What started as a quiet and very personal process, gradually developed into an international community of design enthusiasts, creatives, and like-minded individuals.

Tell us about yourself, Anothachoppa, and the work you do.

I do not come from a traditional design background, yet design has always shaped the way I see the world. As a child, I wanted to be an architect, and that way of thinking continues to influence my perspective today. I read spaces, observe structures, and look for connections, often before they become obvious. We apply this mindset in the digital space by recognizing patterns, connecting niches, and bringing different perspectives together to open up new creative possibilities.

Photography plays an important role in this approach. I have always been drawn to finding beauty in everyday situations or in places where one would not typically look for it. This way of seeing has sharpened my sensitivity for aesthetics and developed an intuitive sense for what feels coherent and what does not. That sensitivity continues to inform our work.

Today, Anothachoppa operates as an independent brand. We see ourselves as tastemakers, bringing together different disciplines and perspectives to create meaningful synergies and spaces in which creative work can evolve. We work on our own projects, events, and products, and I often take on the role of creative director. Curating lies at the core of what we do. We connect what belongs together, whether through content, ideas, or the networks that form around them.

What originally inspired you to start Anothachoppa?

The original impulse came from observation. I noticed how many strong creative works in interior design and architecture exist in parallel without truly intersecting. At the same time, there was no clear space where these different worlds could come together in a natural way. Anothachoppa emerged as an opportunity to place these elements into a shared context and to create a platform for exchange, inspiration, and new perspectives. While the idea itself grew out of observation, what defines the platform is its execution. It is shaped by a personal creative vision, cultural influences, and a conscious sensitivity for what feels relevant, coherent, and aesthetically grounded.

In what ways does Anothachoppa reflect and represent you as a creative?

As a creative, I work very intuitively. I rely on a sense of inner certainty that has developed over many years. This intuition is not arbitrary. On the contrary, it is grounded in precision and close attention to detail. The distinction lies in how decisions take shape.

While I value structure and planning in many areas of life, creative processes at Anothachoppa often emerge from the moment. They are informed by moods, impressions, and subtle shifts in perception. When curating content, it can be a color, a material, or a specific object or space that resonates. Only when something feels intuitively right does it become part of the platform.

In our own creative projects, planning plays a stronger role. Even then, intuition remains central, shaped by experience, observation, and a refined aesthetic sensibility. Ideas tend to unfold when they are given space rather than being constrained too early. This openness defines how we work and creates an environment in which intuition and precision can exist side by side.

There are many well-established fashion brands that have come out of Scandinavia. What drew you specifically to HOPE?

What stood out immediately were the designs, the color palettes, and the thoughtful use of materials. The aesthetic is calm and restrained, yet never feels empty or arbitrary. Cuts, proportions, and fabrics are chosen with precision and substance. This balance between restraint and expression feels very natural to us. The focus on quality rather than spectacle and on a clear visual language aligns closely with the way we approach design at Anothachoppa. It feels familiar because the underlying attitude is similar.

How would you describe the synergy between Anothachoppa and HOPE?

The synergy lies in a shared understanding of design across disciplines. We do not revolve around trends or speed, but around a conscious selection of content from different eras, both past and present, carefully curated and placed in context. This same mindset exists in fashion through deliberate decisions around color, material, cut, and pattern. It is this approach to design, this attention to detail and clarity of style, that creates a natural connection between Anothachoppa and HOPE.

How would you define Anothachoppa’s audience, and where do you see overlap with HOPE’s customer base?

Our community is deeply design-affine and shares a sensitivity for aesthetics. Design is not seen in isolation but as an interplay of space, material, proportion, and everyday life. Many within the community have a strong appreciation for quality, substance, and things that endure. This perspective closely overlaps with HOPE’s customer base. Both engage people who make conscious choices, value longevity, and do not view aesthetics as something fleeting. It is a shared mindset that naturally connects fashion, space, and design.

Your work often sits at the intersection of multiple disciplines. How do you view the relationship between interior design, architecture, and fashion?

Interior design, architecture, and fashion are deeply interconnected. They share similar principles and influence one another, even though they operate at different levels of proximity to the individual. Architecture defines structure, scale, and proportion. Interior design translates these elements into atmosphere, materiality, and use. Fashion is the most immediate layer, moving with the body and accompanying everyday life. These differences create a productive tension. When these disciplines are considered together rather than separately, materials, colors, and proportions can be understood across contexts. This leads to a holistic view of design that is guided by attitude and sensitivity rather than categories.

More broadly, what are your thoughts on the cross-pollination of the creative industries today?

The exchange between creative disciplines is not new. Architecture, fashion, art, and design have influenced one another for decades, often driven by shared values rather than deliberate boundary-crossing. Movements such as the Bauhaus already approached design as a holistic process.

What has changed today is the speed and visibility of this exchange. References circulate faster and are accessible globally. While this opens up new possibilities, it also increases the risk of superficiality. Cross-pollination becomes meaningful when it is grounded in understanding, research, and context. When disciplines genuinely engage with one another, work with depth and relevance can emerge.

How do you see design and fashion continuing to merge and coexist in the future?

I believe interior design should play a much more significant role within the fashion world. Fashion never exists independently but always within a spatial context. The environment in which clothing is presented shapes its perception and meaning. Runway shows, showrooms, and retail spaces demonstrate how strongly spatial design influences fashion. It is not only about presenting garments but about creating environments that support their character. I hope this relationship will be explored more consciously in the future, not as staging but as an integral part of design. This is where we focus our work, developing ideas and approaches that bring fashion and space closer together. We see great potential in treating these disciplines as part of a larger, interconnected design world.

Is there anything else you’d like to share or reflect on?

Finally, I would like to thank you for the conversation and for the space this interview provides. I also want to thank the Anothachoppa community for the ongoing exchange, trust, and support. Without this environment, much of what we do would not be possible. We are looking ahead with confidence. Many ideas and projects are currently in development, growing directly from the connections and thoughts shared here.