Sew Love Patterns

Meet Johanna, the designer behind Sew Love Patterns, a London based pattern design house. 

I created “Sew Love Patterns” 3 years ago. I was living abroad, in Denmark and working in a meditation centre. Then the pandemic happened. I flew back to London, UK and found a way to use my pattern cutting skills that did not require me to meet clients face-to-face. Digital patterns are 100% online and the sales are a contactless process. 

I also enjoy working for myself. I used to work freelance, which gave me some freedom but there was always someone telling me what to do. Now I decide everything myself! I am not accountable to anyone else.

Where do you find your inspiration?

I find inspiration in almost everything around me. I am a very visual person. I naturally pick up inspiration from what people are wearing. I live in London and there is such a variety of designs in clothing I see all around me. 

I also find ideas online, scrolling on Instagram or looking at Vogue online. I find an idea then I toile it, creating a prototype in calico. I play around with it, create a few different versions, cutting it and pinning it in different ways. 

Favourite part of running your own business

I really enjoy the creative process. I create my patterns in calico, then once I am happy, I have a model come and try it on so I can see what it looks like on a real person. My models usually like sewing so they can give me useful feedback. It’s great to see the pattern come alive in different fabrics as well. If the design already looked good in calico, that’s usually a good sign because calico is not an attractive fabric!

Least favourite part

I start new designs by working manually. When it's finished, I send it to a grader who digitalizes the pattern and sizes it for me. Then I have to digitise it. This work can be repetitive working through the different sizes and labelling everything.

Favourite pattern

I am particularly proud of my Chloe dress. It took time to get the bust right. But now I am very  happy with it. 

Favourite fabric stores

The Good Fabric. They do beautiful fabrics. Bornella Fabrics as well. And the New Craft House, close to where I live! They are connected with London Fashion Week Designers and get their deadstock fabrics. There is always exciting new fabric to pick from.

Advice for others

Be passionate about it! You need to feel that pattern designing is something you really love. This way you can be open to unusual requests, like this interview! A lot can happen if you just stay open and also look for other people who share your passion.

What’s exciting in your future?

Right now, I have quite a big to-do list to go through. But it’s always exciting to release a new design. Once I get the pattern ready and write the instructions, I send it out to testers. I have about 20 home seamstresses I can rely on for pattern testing. I either find testers on Instagram or go through people I’ve used in the past. They send me feedback on the pattern, the design and the instructions. I really enjoy that part: seeing what people think and having these close interactions.