basader : Traditional meets Contemporary, from Stockholm to Brooklyn, to a small town in the New Hampshire mountains and now nestled by a sea town in New England
basader’s owner and designer, Elin Johansson, was born and raised in a small town in Sweden. Elin was initially drawn to Brooklyn in pursuit of a fashion degree at FIT where she also received the CFDA award for her designs among other recognizable awards. At FIT, she specialized in knitwear and went on to work as a knitwear designer for Ralph Lauren, where she found her passion for timeless, classic design. It was also at Ralph Lauren she first designed men’s clothing, opening the door to men’s style. It was during her time at Ralph Lauren that the idea came about, her boyfriend (now husband) suggested starting a men’s bag company. He noticed there was a gap in the market where it was hard to find a clean and minimal messenger bag. And even more difficult to find one made of the highest quality material at an affordable price point. The very next weekend, they picked up an industrial sewing machine and together the journey began. This small project flourished into the brand that was to become basader, founded in Brooklyn NY, in 2012.
Philip and Elin wanted a logo that represented their philosophy. An early sketch of a logo that needed to look timeless, clean yet elegant.
Like so many businesses, basader first started in a small Brooklyn apartment with a dream of building a company that would give her a way out of the corporate design world and an independent career. The brand quickly took off after a 2012 launch (luckily) recognized by a couple of large magazines such as Cool Hunting and Brooklyn Magazine. As the business grew, they were able to move their first studio to Williamsburg.
After signing a contract with their first studio in Brooklyn NY.
House warming party at their first studio in Williamsburg, Brooklyn, winter 2013
Philip and Elin are grateful to have had the chance to be part of the artistic community and to grow their business from Brooklyn during these years. It brought them exposure and connections that would have been hard to find elsewhere. However, they were longing for a change, and after Elin had spent 10 years in Brooklyn it was time to leave the city life and find a more calming environment. The couple discovered a quaint artistic town in southern New Hampshire, where they settled down, and that’s where their first son was born. Not long after they discovered the beautiful old industrial milltown of Harrisville, New Hampshire, and immediately felt that they belonged there, with the area’s creative artists and craftsmen.
Our studio in Harrisville NH 2016-2019
Elin setting up the showroom in Harrisville, NH
Both of their sons were part of the production in the studio, where Elin discovered ways to produce bags in a safe environment, which were free of dust and harmful fumes. These uncommon leather techniques are still with them today.
In 2019 they all moved to Barrington, a seatown in Rhode Island to be closer to family, where Elin continued her business on a smaller scale while caring for her two sons during Covid. Finally in 2022 basader took the leap and moved to a new space in the beautiful and artistic coastal town, Warren RI. The studio is nestled in a quaint nook right between the water and the main shopping street. The building is an old boat repair shop with lots of historic character, and it couldn’t be a more perfect home for basader.
So please contact us, if you’re in the area, we’d be happy to meet.
Basader’s current design studio and workshop on Warren, RI
Their new studio is located right by the waterfront. The calmness and beauty of the water has always brought them inspiration, and they feel that they are right where they belong.
Have a peek inside our New England studio
Setting up the new showroom in Warren, RI