About

About - October 18th '25

It’s 20:20 on a Saturday night, and I’m getting the website ready for the new collection to launch tomorrow.

While others might be bummed that this is how I’m spending my Saturday night,  and yes I probably procrastinated this task a little too long, I realised there’s no place I’d rather be.

As I scroll through the new imagery and products, I can’t help but feel proud and strangely calm, as if it’s all I’ve ever known. Because it feels like me.

It’s the brand I would have loved to see growing up: open, gentle, humble. Never too loud, maybe a little weird at times. It’s my look on the world: where I see beauty, where I’d like to live.

So welcome. I hope you find your place here too.

Xx

Bjorn

About - September 7th '25

Every evening, right after the sun sets, I hear an elderly lady shouting in my street “POEESSSS, POES, POES” (cat, in Dutch). Then she starts banging on something that sounds like a copper pot, a sound I thought belonged only in films.

To this day, I’ve never seen her. I’ve looked, but whenever I peer out the window, she’s not in sight. I’ve decided I’d like to keep it that way. Some things are more beautiful, left unseen, imperfect, a little mysterious.

Peterselie works the same way. A reflection of reality, of imperfection, of finding comfort in what’s already around us. Bags made from what’s already there, raw and imperfect.

Xx

Bjorn