Garden News Break - January 2013
Creating Women’s Garden Gear That’s Tough-as-Nails & Cute-as-a-Button
A certain degree of fashion consciousness seems to be part of being female. If so, then why do so many women throw on any old thing, from baggy sweats to their husband’s old shirts, when they engage in one of the more fashion-forward activities: gardening? This thought struck Swedish designer Petra Maison while gardening one day and led her to create Garden Girl, a line of specialized clothing and accessories for women gardeners that’s both tough-as-nails and cute-as-a-button.
“I was in the garden and thought ‘what am I wearing?’ I don’t usually dress in my husband’s old clothes!” says the 40 year-old designer based in Stockholm.
“That’s when it hit me: skiers wear ski clothes, sailors wear sailing gear. Why shouldn’t women gardeners wear gardening gear?” she said. “When you have the right gear, everything’s more fun because movement is easier. Gardening is so physical, it makes sense to wear gardening clothes that give you the right fit and feel.”
In creating her wish list for must-have garden garb features, Ms. Maison added pretty to comfort, fit, functionality and durability. Garden Girl garments are distinguished by their roomy fit cut to the female shape and clever stretch panels that provide “give” in all the right places for women who routinely bend, lug, haul, squat, kneel, crawl and pull their way through typical days in the garden.
A Female Gardener’s Sensibility
For Maison, gardening is all about fun. She loves to create living landscapes by playing with color, form, texture, seasons and serendipity. She learned to garden in summers spent with her English grandmother, a talented gardener, potter and painter. From her Swedish grandmother she learned to sew. Before making the leap to Garden Girl, she was art director, brand guru and co-founder of a hot Stockholm ad agency. On the weekends her passions were painting and gardening. “My designs blend the romantic with the practical. My inspiration comes from both my English and Swedish backgrounds. I still remember my English grandmother gardening in skirts and Wellies. She had a very feminine fashion sense. In Sweden, there have traditionally been outdoor work clothes for men, so I thought, why not for women? Why wouldn’t women want this too – but pretty!” Says Petra Maison: “That’s the secret to Garden Girl: functional, durable work clothes, but with a fun feminine fashion sensibility.”
- Petra Maison
Garden Girl Founder & Designer