Shewy’s gum can replace your daily dose of coffee — and sunlight

Swedish gum manufacturer Shewy is launching a subscription service for different kinds of boosted gum options. The Energy flavour, for example, tastes of mint and is infused with caffeine, iron, zinc, vitamin B3, B6, B9, B12, and iodine to keep you sharp and concentrated. The Sun flavour, on the other hand, comes in handy for all nordic hemisphere inhabitants that have a hard time catching daily sun hours. It is infused with zinc, beta-carotene, vitamin D3 and A that you naturally get from sun exposure.

— In my ambition to work with innovative products in the health sector I identified a great possibility with functional, vitamin-infused chewing gum. Chewing gum is proven to be an efficient delivery system of active ingredients and it is an already established consumer behaviour, says Ash Pournouri, Founder of Shewy.

Ash Pournouri is perhaps more known for his career as record manager, music producer and co-founder of Brilliant Minds together with Daniel Ek of Spotify. But now he’s entering the enormous market of functional food. In addition to Ash, actor and comedian Jonas Fagerström, as well as supermodel and entrepreneur Kelly Gale, are early investors in the healthy chewing gum company.

The Shewy yeam.

Scandinavian MIND met with the Shewy team to understand more what benefits the product brings.

Can you describe what Shewy is?

— With Shewy we want to challenge the dated chewing gum market whilst combating the world’s vitamin deficiency issue. Shewy is functional sugarfree gum enriched with vitamins, minerals and ingredients to boost your immune system, energy, performance and much more exciting in plan, says Caroline Meschke, co-founder and CEO of Shewey.

Ash Pournouri fills in:

— Chewing gum has been proven to improve concentration, mood, stress, and anxiety whilst being an excellent delivery system of vitamins, yet the level of innovation within the industry is extremely low. We have created innovative solutions and formulations targeting many occasions and needs. Shewy uses a unique direct, cold compression method when assembling and producing our functional gum. No heat or moisture is involved in the manufacturing process. This means all ingredients are preserved during the production process and none of our great ingredients lose their potency. It has been a two-year-long development process to ensure a high-quality product with the right manufacturer, taste, active ingredients and texture.  

So what are the benefits you get as a user?  

Shewy sun helps the sun-deprived Scandinavian.

— Consumers are now more aware than ever of what they put into their bodies and the impact of how ingredients make them feel and look. They want convenient access to health benefits and our gum seamlessly fits into their daily life. We provide just that, says Caroline Mescke.

The global market for functional food is huge. According to a study released in 2020 by Allied Analytics, in 2019 the market value was approx. 177BUSD and projected to reach approx. 268BUSD in 2027. Accelerated by digitalisation in general and changing purchasing behaviours due to Covid-19 pandemic, companies are increasingly exploring new business models in the convergence of lifestyle and technology.

Jesper Broström, who was first external investor in the company, elaborates:

— Shewy is a statement lifestyle brand worthy of our picky urban consumers. Our consumers make the majority of their purchases online and they already subscribe to razors, food and TV. Chewing gum however is bought in convenience stores, but how convenient is it really to cue at your local 7-eleven to buy your chewing gum. We offer Shewy conveniently online and on subscription so our customers never have to run out. With Shewy we want to give people a daily boost with a simple, new and available online subscription model but also a relevant and modern brand.


Oscar Magnuson and Kame ManNen inject Japandi to eyewear

Stockholm based Oscar Magnuson Spectactels has acquired design inspiration and craftsmanship expertise from the far east in its latest release, and the sensei is a significant one — KameManNen is described as Japan’s oldest manufacturer of eyewear, dating back to 1917. The name comes from the Japanese proverb Tsuru wa sennen, Kame wa mannen (a crane lives a thousand years, a turtle ten thousand years) that depicts longevity and patience.

The collaboration between the two has resulted in a design influenced by 1920s mountaineering. The collaboration’s first release is called KMN X OM P1 and comes in colour options of matte black/urban green, brushed silver/crystal grey and gunmetal/deep Ink. Oscar Magnuson kept KameManNen’s iconic and unique nose temple parts but added a modern touch on the frame with an egg-shaped front. It gives the frame a more sporty and modern feel, and at the same time respecting the century-old Japanese craft.

How did the collaboration come about? Why specifically KameManNen?

— We first came to know Kame Mannen about 10 years ago. I immediately fell in love with the pureness of the design and the perfection in craftsmanship in titanium that only Japan is able to produce. We have since then had a conversation ongoing between us.
Oscar Magnuson specializes in acetate frames and has invested many years in the perfection of this material. Titanium frames are something completely different and we always wanted to investigate it. We have immense respect for the knowledge you need to perfect it so if we were going to do it we wanted to work with the best in the industry. Therefore when the idea came up 2 years ago to start a collaboration project with Kame Mannen we directly said yes. Who would say no to over a hundred years of knowledge?

What are the similarities between your craftsmanship and KameManNen’s?

— In terms of craftsmanship, we are working with two completely different materials and frames. I think the similarities lie more in the approach we have to our jobs. We both work with pure lines and we both work in the high end of the market.  The KMN x OM P1 project combines our knowledge in our crafts. KMN made the titanium frame in Japan and we did the acetate parts and the final assembly of the frame in our factory in Italy. So the project combines the best of two worlds. 

Why do you think that Japanese and Scandinavian design work so well together?

— I think we have a similar way of looking at design. Both the Scandinavian and the Japanese modern design is focused on function, pure and natural materials and minimal expression. Neither Japan nor Scandinavian design is about ornamentation; we are both strongly rooted in modernism. 


Massproductions launches laid-back Jump chair

Swedish furniture company Massproductions has a decade-long history of manufacturing appreciated furniture with a focus on quality and longevity. Their latest armchair Jump is no exception.

The Jump chair has a seat that appears to float in the supporting slim steel frame, and the armrest, backrest and seat are all elegantly connected by the steel frame. This construction enables a removable upholstery which can be washed or replace, meaning that your Jump chair can live for decades without looking dull.

— Jump’s armrests are particularly interesting for the design. It is the only part of the chair that comes into direct contact with the body. I chose wood for its warmth and tactility. I gave the armrest a soft shape to give the skin’s contact points a soothing and calming feeling, says Chris Martin, Designer-in-Chief and Co-Founder of

The chair can be clad in any textile possible, and the steel frame comes in colour options of black or blue-green. The armrest options are oiled oak or oiled walnut made from FSCcertified wood.


The five best jackets for fall, according to our editor of sustainability

On a short-term basis, we need to dress appropriately for the challenging Scandinavian autumn. On a long-term basis, we need to do it sustainably for the sake of our planet. Thankfully, one approach does not exclude the other and fashion brands are slowly and steadily starting to find new and more innovative ways in how they produce their garments.

— The future of innovation is sustainable innovation, and what the world really needs is that brands support a systematic change and take a lead in transforming our approach to ethical and sustainable manufacturing. These five brands all have their own ways in tackling the issue and find ways in how they as brands can find ways to collaborate for change rather than compete for growth, says Fredrik Ekström, Fredrik Ekström, our editor-at-large for sustainability and branding.

Acne Studios repurposed trucker jacket

Acne Studios’ released a fully repurposed capsule collection as a part of this years autumn/winter drop. Part of the collection is this fully repurposed women’s jacket, with cuts and contrasts of tweed, denim and leather. The sleeves are detachable with marked zippers, and the shirt is cut from two contrasting cloths.

66˚North Dyngja jacket

Icelandic outdoors brand 66˚North has tackled the gruesome conditions of Iceland for close to 100 years now, so it’s safe to say that their products can handle cold autumn days pretty much anywhere. The unisex Dyngja jacket is a water-resistant down jacket that was originally designed ten years ago, but the up-to-date version is made out of recycled polyester from discarded PET bottles. We prefer non-biodegradable materials in our clothes rather than landfills and oceans.

Timberland Climate Pack jacket

We know that Timberland has set high standards for their environmental responsibility, and the new reflective, water-resistant Climate Pack jacket proves just that. It is insulated with 100% recycled insulation, and the polyester shell is patched together in materials made from reused PET bottles. The jacket also comes with matching boots and a duffel bag.

NN07 Columbo jacket

The Columbo jacket resembles a coach jacket, but still has the feel and look of an overshirt. Furthermore, it’s padded to give you an extra layer of warmth when the temperature drops. The padding is also made out of PrimaLoft Eco-Padding, that consist of 60% post-consumer recycled materials.

Helly Hansen Mono Insulator jacket

Norwegian outdoor pioneer Helly Hansen has been around for almost 150 years and was among the first to adopt plastic in clothing production in the early 1900s, revolutionizing water-proof clothing. The sporty and unisex Mono Insulator jacket’s shell is made from 100% polyester and is insulated with 100% recyclable down-feel PFC-free polyester.


Dominate the Scandinavian winters with Off-White’s new shoe covers

The autumn and winter season naturally give birth to many great outfits since the dropping temperature allows us to add layers, fabrics and styles to our undressed summer fits. But for those who take pride in a pair of well-kept sneakers or office shoes, the muddy, rainy, snowy autumn and winter months are hard-fought battles for footwear heads in Scandinavia. Snow can be beautiful and relaxing at first, but when it turns into a brown slushy mess it quickly becomes the opposite.

To the delight of Scandinavians, Off-White has recently launched see-through shoe covers made out of silicone. The covers have blue art prints on the top part, and the brand’s arrow logo on the bottom part to offer grip. Where ever you might be headed, these covers will help you arrive dry and clean.