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Mint Siren

Mint Siren
Mint Siren

Founder, Josefine Wing

How/Where Did it all Begin?

Mint Siren is a London based luxury directional lingerie and accessories label. Founded in 2005 by Swedish designer Josefine Wing, the brand has since become known for it's different approach to lingerie design, treating underwear as fashion garments in their own right.

Describe your style and the fabrics you like to work with

I work only with high quality fabric. My lingerie and accessories have found their place in the luxury intimate apparel market and the UK fashion scene. I want to be known for offering something new and exciting to customers of luxury directional lingerie working to the brief to always be on trend with the fashion industry on a whole rather than the lingerie scene in specific. The brand utilizes everything from classic lingerie fabrics to unexpected materials when creating collections.

Where do you draw your inspiration from?

European influences and vintage erotica, forever changing to stay current. I am inspired by youth culture and various events that have occured over my lifetime.

Have you had a chance to Travel?

I grew up in Sweden but then lived in the USA, Norway and now England doing everything from acquiring a fashion design degree to living in the mountains snowboarding full time, there is an eclectic mix of inspiration to draw from.

What is the best piece of advice you’ve ever been given?

Let someone else speak sometimes and just listen.

What is your quirkiest habit and how long have you had it?

My quirkiest habit might be that I have very few habits. I hate routine, to the point where I never eat at a specific time, or wake up at a specific time. I don't have a special order of doing things in the morning or at night. Actually, I have had a bad habit of falling asleep with the TV on recently which is useless as I rarely actively watch the TV, it's just on in the background to help me stay awake when working late nights.

What is your happiest memory?

My happiest memories are from living in the mountains in California with my friends, snowboarding every day, spending time outdoors in nature and just finding reasons to laugh every day. It was an uncomplicated time.

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