Shoplog? SHOPSTOP!

Sale! REA! Extra priced! Black Friday! free deliveries! pay 1000 euro’s and get 5 euro’s ‘for free’. ONLY NOW!

Not a day that goes by and some sort of retail- or interior chain is screaming at me to shop their goods. Their beautiful, in sweatshop produced, items oozing must-have luxury, 2 seconds of happiness and the idea that if I don’t shop, I no longer belong. Just let the money flow. It’s crawling through my Instagram pages, my Facebook feeds and even in my work inbox (god damn where’d you get this e-mail?!). And quite frankly I’ve had enough. I’m quitting.

The entire internet is sprawling with fashion blogs. Shoplogs. Shopvlogs. Shop! Shop! Shop! Do you really believe that £5,- top you’re so proudly presenting will still be ‘soooo adorable’ in a month? in a week? I must admit, I had never thought much about purchasing low-cost-big-volume ‘just because it’s on sale’. But I still did it! Subconsciously. Last summer I stood IN LINE for a Swedish Hasbeens pop-up sale. Because I desperately needed apparently not one, but two pairs of (admittedly gorgeous) sandals.  And thus over time, my wardrobes and cabinets filled itself with stuff. But all the more I’m thinking ‘Ellen, would you really have bought it for its original price? Does it fit your house/body/head perfectly?’ More often than not, the answer is no.

In two weeks I’m moving apartments, and I just don’t know how I did it, but I’ve collected an array of ‘stuff’ over 2 years of living in Stockholm. Upon moving to Sweden 3,5 years ago I only had 3 moving boxes, a chair, a bed and a table. That’s it. I can guarantee it will be at least twenty boxes now. 5 of those filled with clothes. And then I’ve already given 3 boxes away to good-will.

The extend of craziness around shopping is driving me all the further from it. I avoid all shoppingcenters ’till 5 PM. Weekends are a no-go. And when co-workers tell me they stood in-line for the Balmain collection I’m secretly thinking ‘wow, is that how you spend your thursday mornings?! slaying yourself through the crowds, jumping onto the first piece of clothing you can find? and then grabbing onto it like it’s your last IV-drip?’ And then the realization hit me.  5 years ago, I DID THAT! But it’s not the brick-and-mortar stores that worry me. It’s the internet.
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Life lessons I learned – the hard way

The rollercoaster of everyday life, we go through highs, we go through lows. Besides starting out in my career, the last couple of years have been a whirlwind of events, travels, emotions, places and unfortunately loss. Not all have been easy, yet every single one of them worth it, except maybe the loss part. That I could have done without. Not that I think I have all the wisdom at hand, but thought to share some of the things I, especially in the last 2 years, have learned. Over time, here’s what I’ve picked up:

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Been Offline

Wondering if I’ve moved to the artics without any Wi-Fi? got eaten by a bear? live off-shore in the jungle? or decided to start my Swedish farm-live? I haven’t. Although a farm in Sweden sounds very quaint, I’ve just been offline. Not blogging. Without any specific reason really, although maybe… I think I’m getting a bit tired of the ‘overflow’ of blogs. I don’t really keep up with my bloglovin’ feed very regularly, so when I open it, it’s an outburst of posts screaming ‘read me!!!’. To be honest, I’m gonna say it: I’m a little bit over it.

There’s this insane overflow of information and the most amazing pictures, and yes, all the credits to the bloggers out there creating beautiful content. But truth be told, life can’t always be that amazing and have 10 filters over it. I’m finding it more and more difficult to come across ‘real’ people on the internet. So, I chose to shut off for a little while. I’ve been focussing my energy mostly on offline interactions. And I’ve been continuing my ‘7 years on the road’. In the past 8 weeks I’ve been to the States, Budapest, Amsterdam, Denmark, Helsinki, Gotland and the Swedish westcoast. With this intense travelling I sometimes don’t know what’s left from right, or even which day it is. So, in an effort to be real and show life, with all it’s blurry – and pretty pictures – I’ve decided to a ‘my life lately’ update. Curious to read what I’ve been up to? tag along.

Best to start with the fun stuff first (I always eat the best food of the plate first as well – yes I’m that kind of person):


For work I travelled to a work conference in Orlando. I know, there are worse places to ‘work’. It’s often very intense with long days and well, practically no nights. Sleep is fairly non existent. But it’s only once a year and it’s probably the biggest gathering of smart, geeky, passionate people I know. And it’s pretty awesome.

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