We were lucky to catch up with Selma Horn recently and have shared our conversation below.

Selma , looking forward to hearing all of your stories today. What do you think it takes to be successful?

Success for SOLAIRE is all about consistency, dedication and balance — balance between creativity, resilience, and sustainability. It is all about making your passion a lifestyle and staying true to your story.

To me, success is also about staying curious—constantly learning, observing, and allowing the world around me to shape my designs and ideas. There is something special about seeing my best friends, my family, and strangers wearing my pieces. Knowing that something I created becomes a part of someone’s life is the most rewarding feeling. And to be able to give back through my work—that’s the best kind of success.

At SOLAIRE, sustainability is a commitment. Every material, fiber, stitch, every detail is chosen with purpose – to create something lasting. More than clothing, it is a story waiting to be worn.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I grew up in Norway and learned how to knit from my grandmother. She taught me everything about yarns, fabrics, fibers and quality. Knitting became my meditation, a quiet ritual woven into my daily life. My mother would always make my siblings and I clothes and knitwear. After finishing High School in Oslo I decided I wanted to move to New York.

When I moved to New York at 19 years old, bringing my passion for knitting into a new environment made it even more meaningful. Knitting in every single park, subway, cafes, in between moments – New York in every single stitch, a part of every piece I knit.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

A mix of interacting with clients on social media and in person is important to me. Seeing how the clothes fit on people, how they style them, and how they feel in SOLAIRE pieces is invaluable. Many of my clients order customized pieces, meaning I work with them over a period of time to ensure the perfect fit. There is nothing more rewarding than seeing a piece we’ve worked on for so long fit perfectly.

I also believe transparency is extremely important—understanding the fibers of the clothes you wear and the time that goes into creating a single handmade piece makes the experience even more special.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

I still handcraft every piece myself, carefully selecting the yarn and suppliers. Sustainability is extremely important to me, and I strive to ensure every step of the process is as sustainable as possible. I hope to find the right factory soon to produce the first pieces.

Contact Info:

• Website: https://solairelabel.com
• Instagram: https://www.instagram.com/solairelabel/
• Facebook: https://www.facebook.com/profile.php?id=100063968535249