Developed using Gryning’s proprietary Saga design platform, these collections highlight a circular, on-demand production model that eliminates waste, integrates AI-driven design, and empowers independent creators.
With no synthetics, no mass production, and a fully European supply chain, Gryning is redefining the fashion system—offering transparency and sustainability at every stage of production.
Gryning is launching with three exclusive creator-led collections, developed using the Saga AI design platform. These collections, produced on-demand in Europe, showcase Gryning’s ability to combine high-quality craftsmanship with AI-driven customization.
The launch creators include Julia Torle, Jasmine Nilsson, and Sara Svalberg & Sofi Anckarman.
We spoke with Philip Arvidsson, CTO and co-founder of Gryning, to dive deeper into the technological and strategic innovations that are shaping this ambitious new venture.
Gryning is positioning itself as a game-changer in fashion. Can you start by telling us about the core innovation behind Gryning and the problem you’re trying to solve?
– Although Gryning will facilitate a plethora of groundbreaking changes at several levels, the core innovation driving these changes is a set of technical solutions to previously unsolved problems. These include achieving true circularity—producing garments without any synthetics—AI-driven garment design that enables anyone to create personalized pieces with our design tool Saga, and tracking garment lifetimes from start to finish through a Digital Product Passport. Our approach aligns with the EU’s grand vision for digital transparency in fashion—but takes it even further.
What specific technologies power Gryning, and how do they differ from existing solutions in sustainable fashion?
– Our technologies are bespoke—designed specifically to fulfill Gryning’s vision. Our team brings together experience from industries including e-commerce, logistics, fashion, and manufacturing. Unlike conventional systems, we built Gryning’s infrastructure from the ground up for sustainability and traceability, ensuring that each garment has a unique Digital Product Passport for lifecycle tracking and impact measurement. Traditional fashion models rely on mass production—our solution eliminates excess inventory while maintaining the highest quality.
The fashion industry has been slow to adopt meaningful sustainability changes. How does Gryning challenge the traditional business model, and what resistance have you faced?
– The sluggish pace in fashion is largely due to legacy business models and the misconception that sustainability doesn’t offer economic gains. Gryning is built for circularity from day one—on-demand production, local supply chains, circular materials, and AI-assisted design. We’re not trying to retrofit sustainability into an outdated system—we’re building a new system entirely. We haven’t faced open resistance yet—just some dropped jaws.
Many startups in textile innovation struggle with industry-wide adoption. From your experience, how ready are fashion brands, manufacturers, and consumers for solutions like Gryning?
– Innovation is about timing and value. We’re focused on delivering value quickly to all stakeholders. The real test for consumers will be our March collection launch. Our manufacturers are on board because they see clear benefits in working with us, but the fashion brand landscape remains largely unexplored in this regard.
New technologies often face scalability challenges. What hurdles have you encountered in scaling Gryning, and what will it take to go mainstream?
– Scaling new technologies always involves friction—especially when reshaping industry ‘norms.’ While we expect challenges on the production side, the technology itself is built for scalability. Our biggest challenge will likely be reshaping manufacturing expectations rather than the tech.
With new EU sustainability regulations, such as the Digital Product Passport and stricter ESG policies, does Gryning see regulation as a threat or an opportunity?
– An opportunity. Gryning’s per-garment Digital Product Passport exceeds the upcoming EU requirements by allowing individual tracking of garments and their impact. On-demand production further reduces environmental footprints. Long-term, we aim to introduce incentives for garment care and longevity, discouraging fast fashion disposal.
AI is playing a growing role in fashion innovation, from supply chain optimization to generative design. How does Gryning integrate AI, data, or automation into its process?
– AI is a key enabler for Gryning, allowing us to scale garment design while involving consumers directly in the creative process. AI speeds up production and eliminates inefficiencies in design iterations. However, while AI is powerful, we see it simply as a tool—not the end goal.
Where do you see Gryning in the next five years? What’s the ultimate impact you hope to have on the fashion industry?
– Our impact isn’t just about changing the fashion industry—it’s about changing the way people think about their clothes. In five years, we want to see full transparency in fashion, not just from Gryning but industry-wide. We envision a future where consumers value their garments as investments, ensuring that clothes are worn, cared for, and recycled properly—never discarded without thought.
