A Founder’s Perspective

A reflection by Jenny Ringsö, Founder and Creative Director of IAYS, on fashion as language, permanence, and the power of shared values.

Fashion has never been just clothing to me. It is a form of language, a quiet way of expressing who we are, how we position ourselves, and how we move through different roles in a single day. What we choose to wear influences how we feel, but also how we are perceived. That subtle exchange has always fascinated me.

At the same time, I often feel that the industry reduces fashion to speed. Trends rotate quickly, and with them comes the suggestion that relevance must constantly be renewed. As if style expires. I have never fully aligned with that idea. The pieces I value most are the ones that remain. Garments that adapt rather than replace themselves.

This is perhaps why knitwear has always felt so natural to me. A knitted piece carries a certain permanence. It can be dressed up or down with the simplest shift — boots in the countryside, heels in the city. The same sweater, different setting, different energy. I still wear knitwear that has lived in my wardrobe for more than ten years. Not because it is sentimental, but because it continues to feel right.

That continuity connects directly to how I think about community. For me, it is not a marketing concept. It is about belonging and shared values and a sense of recognition between women who are building, leading, creating, and balancing. IAYS exists within that space. Not loudly, not performatively, but as a quiet foundation.

Over time, I have become more certain about the importance of clarity. Clarity in what we design. Clarity in what we stand for. And just as importantly, clarity in what we are not. When you narrow your focus, you refine your craft. And when craft is refined, trust follows.

Looking ahead, I hope IAYS becomes a natural point of reference — not only for high-quality knitwear, but for perspective. A house women turn to for pieces that last, and for conversations that hold depth. Because fashion, when treated with intention, is never just about what we wear. It reflects how we choose to live and what we choose to align ourselves with.

Jenny Ringsö, Founder & Creative Director, IAYS