Meet the Team – Sini
What do you do in Laine?
I am the editor and co-founder of Laine. Together with Jonna, our editor in chief, we are responsible for the creative side of our publication and spend a lot of time brainstorming new ideas. We also choose the patterns and yarns featured, and photograph each issue. Throughout the designing process, I stay in close contact with our designers – we think that a reciprocal relationship between us and our contributors is key. I am also responsible for the favourites sections, the travel article and food article, for which I develop, style and photograph all recipes. In addition, social media, especially Instagram, is a big part of my daily work.
What's your typical work day like?
There is no such thing as a typical work day. In a small team like ours, everyone does everything, sort of. There are days in which we pack and ship thousands of magazines and then there are days during which we create visual material for our social media channels and the magazine itself. Usually, the day starts with a cup of strong coffee at our HQ followed by going through emails and other typical office tasks. Often I and Jonna sit down and discuss future projects, plan photoshoots or upcoming trips and throw ideas back and forth.
What's your favourite thing about running Laine?
All the talented and inspiring people I get to work with.
What do you do when you're not working or knitting?
I like to spend time in the kitchen cooking and baking, preferably in good company with a glass of full-bodied red wine or a cold beer in my hand while music is playing in the background. Food has always been my first love and making and sharing it is my emotional outlet – whether I feel happy or sad, thoroughly relaxed or stressed.
Your favourite knitted garment so far?
How could I ever choose? One of my first bigger finished projects Siberia Anorak by Helga Isager is definitely a piece I adore.
Your favourite Laine pattern?
Another tough one! However, Lakeland by Fiona Alice from issue 4 has a special place in my heart. I am going to wear it a lot again this autumn and winter.
Which kind of yarns do you usually go for?
Wool, natural shades, greys, silk mohair in combination with other yarns. Lately, I have often had dusty pinks on my needles.
Recommend a book/movie/artist?
Book: When Women Were Birds by Terry Tempest Williams, for wisdom.
Movie: Dirty Dancing, for some good old nostalgia.
Artist: Amanda Ginsburg, for Swedish jazz.
Any all-time favourite cookbooks?
I have a weak spot for British food writers, especially Nigel Slater and Yotam Ottolenghi whose expertise, unique style and take on food I look up to. They both have grasped that food is so much more – it's emotions, a carrier of memories from days long gone and a way to express oneself and the time and place we are living in.
Where would you travel right now if you could go anywhere?
Ever since I visited Namibia a few years back, I have had the desire to return. There is just something very special about the light, colours and people. Something that enters your heart in all its pureness and rawness and never lets you go.