The Sound of Johanna Gullichsen

The unique soundscape of Johanna Gullichsen

 

Johanna Gullichsen’s classic patterns are widely recognised, and many people are familiar with the feel of the fabrics. But what does the brand sound like? To answer this question, Joel Hypén and Matti Nives created a unique soundscape for Johanna Gullichsen, combining authentic sounds and spoken elements with composed music to capture the essence of “The Sound of Johanna Gullichsen.”

Joel Hypén and Matti Nives Tune the Brand Into a Soundscape

The original idea was to curate playlists that matched Johanna Gullichsen’s aesthetic. However, this concept quickly evolved into something more ambitious: the creation of a holistic soundscape that embodies the brand’s spirit on a deeper level. Joel Hypén and Matti Nives—two versatile music professionals known for their creative approach to sound—enthusiastically embraced this vision.

Hypén and Nives met originally through DJing. Driven by a shared curiosity and a passion for discovery, they have inspired each other for nearly two decades. After a long break, they reunited for this project involving the distinctive sound of Johanna Gullichsen.

Matti Nives is the artistic director of the internationally acclaimed We Jazz brand based in Helsinki. He is also a record producer, graphic designer, and music curator, and his discoveries have been showcased at the Odysseus Festival and on Radio Helsinki. Joel Hypén is an award-winning sound designer and composer, recognised for creating content for brands such as Marimekko and Vogue. His solo project, Neon Stripes, produces electronic music, and his debut album is scheduled for release in winter 2026.

Weaving a Sonic World

Nives initially conceived a concept to showcase Johanna Gullichsen’s work through sound design, focusing on the design and production stages. Nives and Hypén began by recording the sounds from the weaving mill, including sewing machines, looms, and the store environment. Hypén then composed five musical pieces using samples from these field recordings. “We aimed to connect the textile design and production phases with musical and rhythmic elements. The final result allows listeners to hear the stages of Gullichsen’s work, from sketching to weaving, expressed in musical form,” the duo explains, capturing the very sound of Johanna Gullichsen.

The field recordings were compiled into an hour-long soundscape, allowing listeners to fully immerse themselves in Johanna Gullichsen’s world.

By exploring the production chain, musicians could uncover the essence of the products and gain a deeper understanding of the brand. “We aimed to showcase the craftsmanship and incorporate tangible elements from Johanna Gullichsen’s everyday work into our communication, highlighting the brand’s vision. The composition developed naturally, evolving from the initial concept to the sound collection, then to post-production, and finally to the release,” explains Hypén. Nives shares, “As is often the case, the highlight was meeting new people and discovering fresh ideas and inspiration. The entire team was pleasantly surprised multiple times throughout the process. A particularly memorable moment was our group visit to the weaving mill, where we experienced the brand’s essence firsthand, a true sound of the Johanna Gullichsen journey.”

Rikard Lassenius documented the field recordings, filmed the process, and edited the video content alongside the audio. Lassenius is also the designer of  Johanna Gullichsen’s visual identity.

Step Into the Sound Bank

An inspiring project always creates new opportunities. The story of the soundscape evolves naturally by continually modifying the sounds already discovered and integrating them with events and other elements of Johanna Gullichsen’s brand.

“We hope the collected sounds will thrive in musicians’ sample libraries. In collaboration with Johanna Gullichsen, we are releasing a sound bank featuring over 50 field recordings. We invite everyone to create and edit their own sound pieces and compositions using this material,” say Nives and Hypén, sharing what could be the sound of Johanna Gullichsen.

 

The recording and composition process highlights the authenticity and craftsmanship of the Johanna Gullichsen brand. It is deeply rooted in everyday interactions with customers and in the practices of sketching, weaving, and working with fabrics. The recorded sounds capture the individuals involved in the work—those in the mill, sewing rooms, store, and office. At the centre of it all is Johanna Gullichsen herself. Her life’s work is woven into the colours and rhythms of the fabrics, which now resonate through sound.

 

Listen to the audio samples and let them inspire your own musical creations!