Nยบ1 2017
segers maga zine
Page 8 / My Feldt is free but still frustrated. Page 22 / In the shadow of fine dining with Jiray Seropian and James Sherry.
SEGERS
new photo to be taken at My’s place
INTRODUCTION
MAGAZINE
Thank you to all of you who refuse to compromise. Those of you who dare to do what you believe in and hope us normal people will understand the magnitude of what you are doing. I don’t know exactly how many of you are out there, but I know that your numbers are increasing. It seems to be going well for you. In this edition we have met three of you who want a bit more. James Sherry at Globalize World Food, Jiray Seropian at Meat On A Stick and My Feldt at Feldts bröd och konfekt. From kebabs to biscuits. If you are especially interested in My Feldt, there is even a film of the story. You can find it with all of our products at segers.com
Mia Kinn / Marketing Manager at Segers
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DESIGN / CONCEPT
SEGERS
1215 998 / MEN’S SHIRT. Classic cut. Quality: 100% cotton. Wash 40°C. Size S-XXL. Colour 603 blue/red/white woven check. 6009 515 / MEN’S WAISTCOAT. One-way stretch. Breast pocket, side pockets, one inside pocket. Adjusted with pull tab and buttons at the back. Lining 100% polyester. Length centre back 58 cm. Quality: 44/54/2% Wool/polyester/Lycra. Size: C44–C60. Colour: 015 black. 8621 279 / MEN’S JEANS. Garment washed denim. Classic five-pocket model. Stitching in contrasting colours. Quality: 73/27% cotton/ polyester stretch T400. Size: C46–C56. Colour: 076 dark blue.
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DESIGN / CONCEPT
MAGAZINE
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DESIGN / CONCEPT
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1. 4075 285 / BIB APRON. Green, camouflage-patterned removable details made from vegetable tanned lamb’s leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 65/35% polyester/cotton, canvas. Size: approx. 75 x 90 cm. Colour: 010 dark grey. 2. 4070 699 / BIB APRON. Denim apron with leather detailing, pockets and loop. Decorative rivets and metal buckles. Quality: 100% cotton. Size: approx. 70 x 90 cm. Colour: 076 dark blue. 3. 4075 283 / BIB APRON. Brown removable straps made of vegetable tanned goat leather, pocket, adjustable hanging loop, must be removed for washing, only to be handled by a leather washing specialist. Breast pocket, pen pocket at right-hand bottom edge. Quality: 60/40% cotton/polyester, canvas. Size: approx. 75 x 90 cm. Colour: 015 black. 4. 0565 890 / SET OF LEATHER DETAILS. Pocket + adjustable braces, both fastened with metal buttons, braces also available with snap hooks. Quality: 100% goat leather, vegetable tanned. Size: S/M, L/XL. Colour: 028 brown.
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SEGERS
Create your own apron! Choose from various leather details, pockets and shoulder straps.
DESIGN / CONCEPT
1.
2.
3.
MAGAZINE
1. 1244 628 / DENIM SHIRT, WOMEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Oxidised snap buttons. Quality: 100% cotton denim. Size: XS–XXL. Colour: 076 dark blue. 2. 4075 767 / BIB APRON. Breast pocket, pen pocket at right-hand bottom edge. Leather details are purchased separately. Quality: 52/48% linen/cotton. Size: approx. 75 x 90 cm. Colour: 006 light blue, woven pattern. 3. 4075 285 / BIB APRON. Breast pocket, pen pocket at right-hand bottom edge. Leather details are purchased separately. Quality: 65/35% polyester/cotton, canvas. Colour: 010 dark grey. 4. 0565 890 / SET OF LEATHER DETAILS. Pocket + adjustable braces, both fastened with metal buttons, braces also available with snap hooks. Quality: 100% goat leather, vegetable tanned. Size: S/M, L/XL Colour: 028 brown.
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INTERVIEW / MY FELDT
SEGERS
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INTERVIEW / MY FELDT
Free but still frustrated.
MAGAZINE
Frustration can lead to many positive things. For My Feldt it led to London, New York and Stockholm. After that, she moved home to Halmstad. But life in her home town made My even more frustrated. In the end, her irritation brought about a pitch black darkness. She was forced to start her bakery and patisserie, Feldts Bröd och Konfekt.
move away to the bigger cities, the better restaurants. It’s hard
One of my problems is that I think too much, it is both an advantage and a disadvantage. I think about things and then I don’t feel satisfied. When I was younger it was like a storm inside me from trying to achieve something big. At first, it was about trying to the best all the time, nothing else mattered. I know that it doesn’t sound very modest, but I had a strong drive. I wanted to be where the best was happening so that I could learn as much as possible. But I never thought about how much I was actually learning, instead I was just focussed on what I was missing. Suddenly one day I changed. I was standing in a traditional French restaurant in New York with a really excellent standard, number six in the world that year. Until that time, I had blindly followed the positions of the restaurants instead of what I wanted and what I though would be fun. It was a major thing for me to understand, right there and then. I was so set on needing to learn from the best all the time that I didn’t see what I wanted to do, or that there was something beautiful in never fully achieving perfection. And what does being the best really mean? Best for one person is not the best for someone else. Did you know what you were looking for instead? Not really. But I wanted more joy and meaning. I went to Stockholm and started working at Fredsgatan 12. It was so much fun and I really learnt a lot, both about myself and my profession, I think that was where I learned to move my fingers with feeling. When they just move without thinking. Then, Johan and I had a child and we wanted to move home. Home was Halmstad. And that was when you and Johan started Feldts? No, I started working in my old job as a chef and then head chef. But the problem was that I had previously worked with an extremely driven team where everyone was going in the same direction, and it is not always the same in smaller towns. Many people go to work because it’s a job, not everyone wants to achieve as much and it’s hard to find good staff who want something, and when they want more than usual they want to
how I had intended, nobody cared, I was told. I brought home
to go away and then come back.
I’m certainly not saying that all restaurants in small towns
have lower ambitions, there are plenty of those in big cities too. But I was in the wrong place. I would go mad if a plate was sent out looking ugly or if the meat was not cooked properly. Or if I couldn’t buy some ingredients that I wanted. I was told that I should calm down, that it wasn’t the end of the world if it wasn’t the frustration and lay there grinding my teeth half the night because I was so angry. In the end, I was so black on the inside that I didn’t have the energy to be angry any more, but I couldn’t work out how to escape from it. I was on the verge of having a breakdown, I felt so incredibly alone. That was when we chose to do our own thing and open our own business. We opened our bakery Feldts Bröd och Konfekt. Are you less frustrated now?
No, not really. But my frustration is about other things
today, about how the industry is holding craftsmanship to ransom, how it is allowed to lie to consumers. It’s about how we abuse our land and deplete it of its resources. But it just felt so awesome to start my own business and carry out my vision to the full and to be responsible for my own product. No one can ever again tell me what to do. If something goes wrong I only have only myself to get angry with and then I know exactly what to change. I am responsible for myself. It feels wonderful.
Johan is in charge of the bread and I run the patisserie
side. We trust each other one hundred percent. Johan is an amazingly skilled baker, it works well. And I don’t always believe in this “customer focus” idea. Customers don’t always know what they want even if they know what they feel like. So now I just make stuff that I want to make, and if someone wants to buy it, I’m delighted. If they don’t want to buy it, then OK, that’s how it is. Maybe next time. So far it has worked very well. This myth that if you don’t pander to your customers’ wishes you lose them is just bullshit. The majority of people who shop with us love it now, maybe they didn’t every time to begin with. What do you mean?
Well, large parts of the patisserie industry have been
industrialised and sometimes I think that it is floating away in a fantasy world. People have got used to eating processed foods and part-baked goods when they go out for coffee and cake. In many bakeries today you will find buckets of e-numbers and if you are allergic to nuts it’s safe to eat pistachios in lots of places.
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INTERVIEW / MY FELDT
to buy their raspberries than organic raspberries from Poland. The most important thing is that there aren’t loads of additives or the environment hasn’t been damaged. I would rather choose a chocolate from a small producer. I prefer coffee from micro roasters. We know the honey man. We get wort from the brewery here in town. There’s a fair amount of work involved, but there is no alternative. What do you think about the future of craft bakeries? Ah, that’s tough. I do not want to put myself forward as an industry expert. We’ve only had Feldts for four years, but I am delighted every time a new craft bakery opens. It increases awareness of all of us and there are more and more of us sharing the responsibility of teaching people how nature and food work. In this small industry we are trying to create something together. People have got competition all wrong. Instead of fighting we have to help each other and benefit from each other’s knowledge. Working with these wonderful, delicate organic flours from small mills can be quite difficult sometimes, and they behave in completely different ways. For us it’s not a problem to call other bakeries such as Bageri Petrus, Kustbageriet or Cum pane, for example. “How did this wheat work for you? Can you manage to work with it?”. There’s a good atmosphere between us. We have fun and I think that if others see that we’re having fun, then others will want to join us. I think that joy is the key to a lot of things. So you predict a bright future? Yes, absolutely. But I think there will be a hard fight between us and industry, it is difficult to win, however, I would love to see less industry and more craft bakeries. Just think how many jobs it would have created! That’s the fight I believe in. It really is. At the same time I don’t know if we will run Feldts for ever. Right now, we want it, right now it feels great and I’m incredibly proud of what Feldts has become and what we do every day. Today it’s me, John and two employees. I like to keep us at this level right now, purely in terms of size. Bakeries and patisseries are a bit funny. If someone opens a restaurant with ambition, they will work at it until it reaches a peak and keep it going for a few years. Then finally the owners tend to want to move on and do something else. This is completely accepted and the restaurant will be something you remember as a really good place. But for some reason bakeries are supposed to be there for ever and become “venerated”. Everything is supposed to stay the same for seventy years. Now I sound really frustrated, but I am. Why can’t bakeries move the development forward and work more like restaurants? I think you have to dare to innovate all the time. What can you do really well at the moment? Something I have promised myself is to only do what I feel like doing. I get to work and I don’t feel like I want to make biscuits so I don’t make biscuits. If I don’t have a feel for it, it won’t work. If any customers come in and ask for biscuits, I just say that there aren’t any. And there probably won’t be any more for a while either. If I had forced myself to make biscuits, they wouldn’t have been any good. I am confident that customers also know this somehow. But a few months may go by, and I might be really tempted to make fantastically good biscuits again. Then I suddenly have massive demands on myself that the biscuits will be the tastiest we’ve ever had. In the meantime, the customers have been longing for them. It is precisely this longing that is very important, because it makes things taste better. It feels better. It enhances the whole thing, you remember how delicious it was. Then finally, you get a biscuit again, so I have to get it right. So, some semi-indifferent rubbish just isn’t good enough. But that longing is never present in the supermarket or with industrial production. Everything is available every day, if it isn’t on the shelf it’s in the warehouse.
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SEGERS
Because you won’t be eating real pistachios. Instead, it is made of apricot kernels, some essence and green food colouring. This makes me so angry. Where is the respect for the raw materials and our earth? Why use additives, I think people don’t even know that they have been given something that is packed full of additives? I worked at this place once, and when I asked where the saffron was the baker said, “No, no, you should use saffron essence, it’s much more yellow and has more taste”. How stupid is that? I wish everyone was brave enough to question what people do, even if they think it’s done well, and find out what they need to know in order to do better. I question myself every day and if I realised that I was doing something wrong I would change it. I think you always have to want more. At Feldts, our vision is to have no additives, no colouring, no cheating. Everything should be done from scratch, based on the seasons and the raw ingredients. The food industry should be connected to nature, not to industry. For me, a craft bakery has to understand the entire chain. It’s about respecting the ingredients, the growers and the soil it grows in. To work more with feeling than with recipes and paper. The flour that we get, for example, is not the same in August as it is in February. So we can’t follow the recipe. We have to get to know the flour and see what it will be good to use it for. For me it’s a craft. I mean, why can you buy a strawberry cake all year round in many bakeries? In Sweden we have strawberries for four weeks in the summer. Not the rest of the year. So instead, find out what ingredients you can get from your local farmers and producers and are good right now. But there are still many people who haven’t understood that, or who don’t want to understand. Because yes, it’s more difficult to work that way. What are your goals for Feldts? I want to go back to what food used to be, before industry started to get involved trying to make everything as cheap as possible. Every single thing we do here at Feldts should be taken to its absolute maximum. And this might be with minimal means. What ingredients do I have? Well, flour, butter, sugar, eggs, nuts. Okay. What can I make? Can I replace the flour with a different grain that tastes different? What if I brown the butter? Toast the nuts? How does it taste if I leave out the white sugar and use raw sugar instead? Recipes can vary in lots of different ways, of course, and we don’t want to do the same thing day in and day out. And then there’s food colouring, which really makes me angry. We are in the middle of a trend where everything has to be colourful. I don’t get it. Why should we add colouring to things? Nature is full of colours. We are even supposed to use chemically produced colours and suppress the natural colour of the raw ingredient. Blueberries are purple, not blue! You are hardly likely to colour sausages to make them “more fun”. But apparently desserts and cakes should look like teddy bears, hats and all sorts of things. “I’m having a baby, I want a cake that looks like a baby”. Why should we eat a baby? I don’t understand it at all. And then the fire in me starts to burn stronger and I have to go out and make a statement. “Now we shouldn’t eat teddy bears any more!”. Where do you buy ingredients? We want to be one hundred percent organic, but they are not always certified organic products. There are lots of fantastic small producers who don’t want to spend money on certification. It’s really expensive. But I want to keep an eye on where the ingredients come from. I want to know who grew it and that they can tell you how they grew it. We know, for example, a couple who pick one hundred kilograms of raspberries in their garden for us every year. Excellent, natural raspberries without chemicals. They wait until their raspberries are perfect. So I prefer
REPORT / FATIMA
MAGAZINE
Watch the film with My at segers.com
Unfortunately, not everyone understands our philosophy at the bakery, they believe that everything should be there all the time. They think it’s strange if we run out of something. People get annoyed with me, but I’m happy to explain our approach, once or a hundred times if I have to. But fortunately, most people find it exciting to come in and discover what we have baked today. We don’t want to throw food away or bake according to a routine. We had the dream of opening Feldts a few years ago and now we are giving it everything we’ve got. It’s still fun, but it’s not something I have to do the rest of the life, if the pleasure goes out of it or if we feel one day that we can’t move forward. I never want to stand here
and be “satisfied”, yuck, how boring. If that happens, we would have to close down and open up something different. But I will always burn for this profession and the opportunity we have been given to refine the fantastic natural ingredients.
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DESIGN / CONCEPT
SEGERS
1073 628 / CHEF’S JACKET LONG ARMS. Garment washed. Classic straight cut with seams at the back. Concealed closure with snap buttons. Quality: 100% cotton denim. Size: C44–C60. Colour: 076 dark blue. 1810 699 / TOWEL. 6 pack. Quality: 100% cotton. Size: approx. 50 x 70 cm. Colour: 015 black/white stripe. 1706 628 / HAT. Quality: 100% cotton denim. Size: S/M, L/XL. Colour: 076 dark blue.
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DESIGN / CONCEPT
MAGAZINE
4080 765 / BIB APRON. Braces adjusted with snap hooks at the front and D rings at the sides. Loops at the sides. Breast pockets, double pouch pocket. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 002 navy, mixed. 1071 628 / CHEF’S JACKET, SHORT SLEEVE. Garment washed. Classic straight cut with seams at the back. Concealed closure with snap buttons. Hanging loop in the collar. Quality: 100% cotton denim. Size: C44–C60. Colour: 076 dark blue. 8619 201 / MEN’S TROUSERS. Slightly slimmer fit and leg width. Full waistband with belt loops. Quality: 65/35% polyester/cotton. Size: C44–C60, 146-154. Colour: 015 black.
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1. 4078 228 / BIB APRON. Waist tie strap. Double pocket. Quality: 65/35% polyester/cotton. Size: approx. 75 x 90 cm. Colour: 018 black/grey, woven stripe. 2. 4078 283 / BIB APRON. Waist tie strap. Double pocket. Quality: 60/40% cotton/polyester, canvas. Size: approx. 75 x 90 cm. Colour: 015 black. 3. 4078 765 / BIB APRON. Waist tie strap. Double pocket. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 002 navy, mixed. 4. 0568 449 / ELASTIC BRACES. Adjustable, fastened with leather straps and metal buttons. Must be removed before washing. Colour: 015 black, 028 brown.
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DESIGN / CONCEPT
MAGAZINE
1245 628 / DENIM SHIRT, MEN’S. Garment washed. Yoke and longitudinal seams front/ back. Long sleeves with cuffs. Breast pockets with flap. Oxidised snap buttons. Quality: 100% cotton denim. Size: S–XXL. Colour: 076 dark blue. 4078 283 / BIB APRON, Waist tie strap. Double pocket. Leather braces, art. no. 0568, must be purchased separately. Must be removed before washing. Quality: 60/40% cotton/ polyester, canvas. Wash: 60°C. Size: approx. 75 x 90 cm. Colour: 015 black.
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DESIGN / CONCEPT
SEGERS
1604 201 / CHEF’S JACKET, WOMEN’S. Classic cut, with bust darts, slightly waisted. Concealed closure with snap buttons. 65/35% polyester/cotton. Size: C36–C50. Colour: 000 white, 015 black. 4078 765 / BIB APRON. Waist tie strap. Double pocket. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 002 navy, mixed. 0568 449 / ELASTIC BRACES. Adjustable, fastened with leather straps and metal buttons. Must be removed before washing. Colour: 015 black, 028 brown.
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DESIGN / CONCEPT
MAGAZINE
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DESIGN / CONCEPT
SEGERS
1244 628 / DENIM SHIRT, WOMEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Oxidised snap buttons. Quality: 100% cotton denim. Size: XS–XXL. Colour: 076 dark blue. 0573 999 / BELT. Brown leather details. Quality: Braided elastic. Size: 105 cm. Colour: 023 beige/brown 0569 890 / LEATHER POCKET. Inside pockets for telephone, pens. Quality: 100% goat leather, vegetable tanned. Size: approx. 22 x 28 cm. Colour: 028 brown.
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DESIGN / CONCEPT
MAGAZINE
1069 271 / CHEF’S JACKET. Stretch satin. Fold up ¾ sleeve. Concealed, slim fit closure with snap buttons Quality: 57/40/3% cotton/polyester/eol. Size: C44–C60. Colour: 000 white, 015 black. 4570 201 / BIB APRON. Adjustable neck strap with buttons. Kangaroo pouch with key holder. Wash 85°C. Quality: 65/35% polyester/cotton. Size: approx. 75 x 90 cm. Colour: 015 black, 033 orange, 038 rust, 086 olive.
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DESIGN / CONCEPT
SEGERS
4079 764 / BIB APRON. Adjustable neck strap with buttonholes. Breast pocket, pen pocket, side pocket, pen pocket on lower left side. Quality: 50/50% linen/cotton. Size: approx. 75 x 90 cm. Colour: 085 green, mixed.
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DESIGN / CONCEPT
MAGAZINE
1252 633 / DENIM SHIRT, WOMEN’S. 1253 633 / DENIM SHIRT, MEN’S. Garment washed. Yoke and longitudinal seams front/back. Long sleeves with cuffs. Breast pockets with flap. Quality: 100% cotton denim with printed pattern. Size: Women’s XS–XXL, Men’s S-XXL. Colour: 076 dark blue.
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REPORT / STREET FOOD
In the shadow of fine dining.
Not many people will have missed the recent successes of Nordic cuisine. Noma, Fäviken, Geranium, Frantzén, Daniel Berlin, Maaemo have all had their stars, their places on the list of 50 Best and their columns in the media. But in the shadow of fine dining a parallel culture has evolved, with equally high ambitions and hours of work in the kitchen. While the fine dining chefs make their shows on Netflix, the street food gang are promoting themselves on Instagram, Facebook and other social media. And they refuse to accept that street food is the same as junk food. Two of them are Jiray Seropian and James Sherry. Jiray Seropian: My restaurant, Meat On A Stick, is really the result of a project that escalated. I never planned to start my own business, I just had the instagram account @kebabspotting because I loved kebabs. As my interest in food increased, and as I ate thousands of kebabs around the world, I become more and more picky. Swedish kebabs weren’t good enough. Abused by being semi-manufactured, low prices and bad quality ingredients. I wanted to eat more authentic kebabs but I realised that no one was going to take it on. I started the restaurant Meat On A Stick here in Stockholm to make kebabs like they are supposed to taste. What should a good kebab taste like? Jiray: First, you have to find the ingredients. The usual standard type of kebabs served in Europe are produced in factories. Various offal products are ground into a purée with preservatives, potato flour and starch, with added fat and a lot of other stuff that doesn’t belong there. This pulp is made into a kind of sausage that doesn’t particularly taste of anything. This sausage is carved into pieces that are drowned in the kebab sauce to disguise the taste. It’s not acceptable. At Meat On A Stick we only use fresh meat, never frozen, and we assemble the skewers ourselves. Every day. The spice mixes, vegetables, bread and everything else is the best quality. I buy from the same suppliers as the finest restaurants and pay five times what the pizzerias do. My guests often say that their body feels light after they have eaten one of my kebabs. They say that they could easily eat another one because it tasted so good. That’s how I know I’m getting it right.
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SEGERS
How did you find your kebab style? Jiray: I used to be really into Turkish kebabs. In Turkey, people often make the kebab meat in their own restaurant, which takes you a long way. So the flavours are great and the ingredients are fresh. My one criticism of the Turkish kebab is that it can sometimes be a bit dry, but the Turkish meat was by far my favourite. But last summer I visited Israel, Armenia, Jordan and other Middle Eastern countries. After that, I started to think. There was a better balance there between the sauce, meat and other ingredients. At the same time, they used a lot of typical Arabic spices like cloves, cinnamon and cardamom, which you don’t see so often in Europe. Personally, I don’t find those spices quite so exciting, so I have chosen different mixes of spices for the various meats we serve at Meat On A Stick here in Stockholm. But the basic idea is that I want it to be old school. In recent years a lot has happened in street food. Why? Jiray: Society is in a hurry, so fast food has an important role. Not everyone can eat in a fine restaurant five days a week or manage to cook every night. People haven’t got the time or the money. It might also be that we have a new generation that is more interested in food and flavours. It doesn’t matter why, it is a positive trend and I hope that more people will open their eyes to those of us who care about quality. We just want more people to discover the food we love. On the other side of Sweden, we meet James Sherry, the Australian chef who left his home country to move to Falkenberg - and a completely new food culture. James Sherry: The cultural difference surprised me actually. I grew up with Asian food at home, ranging from simple stir-fry dishes to Chinese, Indian and Korean. I really love Asian cuisines and wanted Swedish diners to discover them as well. One day, I produced an Asian dish and put it on the menu at the restaurant where I had started working. The dish was at least as “fine” as a traditional Swedish beef tenderloin with red wine sauce. It was a glorious summer day in Falkenberg with lots of tourists in the restaurant, but by closing time not a single customer had wanted to try my Asian dish. How boring. And a bit square. So after a while I started a food truck with my girlfriend. The goal was never to paint ourselves into a corner, but to always be free to cook the food that we wanted to do. We called it “Globalize World Food” and our slogan was: “Take what’s good locally and make what’s good globally.” Now we were able to experiment with flavours and serve food that the people of Falkenberg had only ever seen before on social media, and hopefully wanted to try.
REPORT / STREET FOOD
MAGAZINE
Did it work?
For example, now there are completely different sushi places and Japanese restaurants than when I came to Sweden. A few ramen places have opened too. In the food truck, for example, I have recently tried Asian burgers, Indian food, and food from the Middle East. They are selling well, but I have been limited to making dishes that you can easily eat with your hands. It not usually very practical out on the street because we don’t have any tables to sit at. So now, in February, we are transforming the Globalize Food Truck into Globalize Restaurant. It will give me new opportunities. What style will the restaurant be? James: We will carry on with the concept we have developed in Globalize World Food. There will be street food from around the world made with local ingredients. No one is happier than me that the customers will now be able to eat with a knife and fork, because it gives me a greater scope with food I can serve. Once a month, we will also have the tasting sessions. It will probably be English menus and I will continue to speak English with the customers, even though I can speak Swedish. The idea is that it should feel international and that you can get new flavours you haven’t tried before.
James: Yes and no. I remember I had a porchetta burger with mayonnaise on fennel. To make the mayonnaise I prepared a confit of the fennel and made an emulsion with the oil. A lot of work just for the dressing, but I wanted to have the standards of a “fine restaurant” even though it was street food. I was convinced that the customers that understood all the work that went into it would appreciate it. The problem was that we parked the truck at tourist sites the first time. Unfortunately, the tourists didn’t understand it very well. They ate our food because they were hungry. They were like “It was strange, but thanks anyway”. Unfortunately the food ran out before our more enthusiastic customers got to us. It was not what we had planned. So we took the truck and drove to places that were difficult for customers to find. For example, under the South Bridge in Falkenberg, which is usually deserted. The worst business plan ever. But we took photos of the truck and the food and posted them on Instagram, and customers came who really appreciated something different. In recent years, many dishes have had a renaissance. Hamburgers, tacos, noodles and hot dogs, for example. What trends will happen in the future? James: It is difficult to predict trends, but I hope and believe that Sweden is ready for more Asian flavours.
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DESIGN / CHEF’S JACKETS
SEGERS
1039 650 / CHEF’S JACKET, SHORT SLEEVE. Extra fine quality Batavia. Slim fit. Slits on both sides at the front. Yoke and longitudinal seams at the back. Quality: 100% cotton. Size: C46–60. Colour: 000 white. 4086 890 / BIB APRON. Braces adjusted with D rings at the sides. Breast pocket, side pocket. Quality. 100% goat leather, vegetable tanned. Size: approx. 75 x 85 cm. Colour: 028 brown. 8627 640 / MEN’S CHINOS. Garment washed. Slim fit and leg width. Quality: 100% cotton. Size: C44–60, C144–154. Colour: 015 black, 024 sand.
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DESIGN / CHEF’S JACKETS
MAGAZINE
1081 629 / WAITING SHIRT. Garment washed. Slim fit. Long sleeves with cuffs, snap button, slits in contrasting fabric. Concealed closure with snap buttons. Yoke front/back. Longitudinal seams front/back. Quality: 100% cotton. Size: C44–56. Colour: 076 dark blue. 4084 890 / WAIST APRON. Side pocket. Quality: 100% goat leather, vegetable tanned. Size: approx. 75 x 48 cm. Colour: 028 brown.
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DESIGN / CHEF’S JACKETS
SEGERS
1607 201 / CHEF’S JACKET. Straight cut with seams at the back. Concealed closure with snap buttons. Quality: 65/35% polyester/cotton. Size: C44–C64. Colour: 000 white, 015 black. 1807 699 / TOWEL. 6 pack. Quality: 100% cotton, approx 270g/m2. Wash: 85°C. Size: approx. 50 x 80 cm. Colour: 005 blue.
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DESIGN / CHEF’S JACKETS
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new photo to be taken at My’s place I M A G E : PAT R I K H A G B O R G M E C K A