The Entrepreneurs – Monocle Radio

Episode: "The winner makes it all: Catching up with Swedish brands Pure Effect and Morjas"

Date: July 23, 2025
Host: Tom Edwards
Guests: Linda Rosendahl Nordines (Pure Effect), Henrik Berg (Morjas)

Episode Overview

This episode of The Entrepreneurs focuses on two Swedish brands championing innovative approaches in their industries: Pure Effect, a biotech company revolutionizing garment care with microbe-powered sprays, and Morjas, a luxury footwear label blending Mediterranean and Scandinavian design. Host Tom Edwards interviews each founder, delving into their latest developments, growth strategies, the philosophy guiding their company cultures, and the challenges and triumphs of expanding internationally while staying true to foundational principles.

Section 1: Pure Effect – Rethinking Laundry with Biotech

Guest: Linda Rosendahl Nordines, Co-founder & CEO
Segment Start: [01:13]

Key Discussion Points & Insights

• Pure Effect’s Mission and Product

  • Pure Effect delivers a fabric spray using beneficial bacteria to clean, freshen, and extend the life of clothes and textiles without traditional washing.
  • The sprays are suitable for a variety of fabrics and items, including wool, silk, sequins, tech fabrics, sneakers, and even furniture.
  • The core aim: “We're in this game to reduce global laundry by 30%...to help clothes and gear last longer. No wash is really a movement.” — Linda ([02:03])

• Environmental Impact of Laundry

  • Laundry is responsible for 15–30% of ocean microplastics.
  • “50% of all textile fibers globally are polyester.”
  • On human microplastic consumption: “According to the Worldwide Fund for Nature, they say that we ingest 5 grams of microplastics per week. That is as much plastic that we eat and drink, et cetera, as a credit card.” — Linda ([03:53])

• Brand Relaunch & Communication

  • Pure Effect relaunched its design and visual identity to highlight its biotech roots and differentiate from mainstream alternatives.
  • Clarity and boldness in communication are now central: “Let the bacteria that is actually doing the job, let them stand out and also diversify us from all the other solutions out there.” — Linda ([04:50])

• Organic Growth Philosophy

  • The company is fully self-funded.
  • Focus is on customer relationships, learning “IRL,” and sustainable, non-VC-fueled growth:
    “I don't think it's the way to build a solid business...we have learned so much from being close to our customers.” — Linda ([06:13])

• Consumer Mindset & Behavioral Change

  • Changing habits is a bigger challenge than explaining technology:
    “We didn't realize the need of behavioral change...You really have to look more, I think, on the behavioral side on things than just talking about the technology.” — Linda ([08:49])
  • Shift in consumer perception around biotech and bacteria, inspired in part by rising interest in probiotics.

• Evidence-based Strategy & Managing Skepticism

  • Extensive third-party tests and customer feedback validate product efficacy.
  • Importance of embracing uncertainty and moving beyond black-and-white evidence in fostering innovation:
    “We have to dare to be in this space where we stay open and curious and committed to learn.” — Linda ([10:19]–[11:45])

• Entrepreneurial Superpowers: Courage & Persistence

  • On risk-taking:
    “Being an entrepreneur...you jump off a cliff and then you build the airplane on the way down.” — Linda ([13:25])

• Looking Ahead: Retail, Partnerships, and Storytelling

  • System approach: e-commerce and retail partners are both crucial for scaling environmental impact.
  • Art exhibition in Stockholm and Amsterdam (Micropia) aims to make the invisible microbial world visible and compelling.
  • On successful collaborations:
    “The really good collaborations...they come to us, they're triggered by legislation or their own circularity goals.” — Linda ([15:03])

Notable Quotes

• “Spraying your clothes instead of doing laundry is really about a small change in your life that has a huge impact.” — Linda ([00:39])
• “I read the other day someone saying...as an entrepreneur, it's someone that really jumps off a cliff. You jump off a cliff and then you build the airplane on the way down.” — Linda ([13:25])
• “It's an ecosystem. We need all the retailers and their relationship to their customers to talk about the products and how they work, how you can easily spray your clothes and make them last. That's the only way we can reach all these people...” — Linda ([15:03])

Memorable Moments

• Linda’s vivid microplastic analogy (“as much as a credit card” – [03:53])
• The story of bringing students into their brand redesign and taking cues from the next generation ([06:13])
• Discussion of using art and photography to make the science behind their products tangible ([16:00])

Section 2: Morjas – Scaling with Craft and Community

Guest: Henrik Berg, Founder & CEO
Segment Start: [17:47]

Key Discussion Points & Insights

• Recent Milestones

  • Launch of women’s footwear collection, a major expansion and new market for Morjas ([18:44])
  • Continued success with pop-ups in major international cities: New York, Munich, Oslo.
  • US market has become Morjas’ largest and most engaged market ([19:38])

• Community & Physical Presence

  • Emphasis on physical retail (pop-ups, Casa Morjas in Stockholm) to build direct relationships: “It becomes even more important to be on...the physical interaction. I think that's highly appreciated by the community...and not least for us as well.” — Henrik ([20:59])

• Scaling and Staying True to Foundational Values

  • The challenge of doubling business while holding fast to core principles: “A lot of it comes down to focus...doing a few things really good instead of getting too carried away and try to do a lot of things just okay.” — Henrik ([22:43])
  • Refusal to chase rapid VC-driven growth in favor of long-term quality and brand integrity: “If you raise a lot of money and try to run as fast as possible...you can get carried away and lose track of the foundation, which to us is quality...” — Henrik ([23:53])
  • The “Porsche 911” analogy—refining the product over time, maintaining the brand’s DNA.

• Balancing Tradition & Innovation

  • While committed to craft and patient development, Morjas uses data and digital tools for business insights, procurement, and marketing—but not at the expense of creative integrity: “You must be able to detach from [data] when you work with the creative space as well, because otherwise you might lose a little bit of the integrity.” — Henrik ([32:30])

• Strategic Partnerships and High-Profile Collaborations

  • Morjas supplied footwear for Team GB at the Paris Olympics, a major international validation ([27:52])
  • First major wholesale partnership with Mr. Porter announced ([30:28])

• Vision for the Future

  • Aims to grow women’s line as a larger part of the brand: “Hopefully we'll speak even more about [the women's line]...with not losing track on the guiding principles, with staying true to quality...” — Henrik ([29:23])
  • Focus remains on selectivity, steady growth, and nurturing close connections with customers globally.

Notable Quotes

• “We are ambitious and we like to expand and grow, but at the same time, we're extremely focused on crafting the recipe and just making the stuff taste better.” — Henrik ([23:55])
• “We always ask ourselves, does this make sense? Is this relevant, and does this have a place on the market? And if it does, it's quite clear for us if we should pursue it or not.” — Henrik ([25:04])
• “It was a bit of a surprise, actually...Team GB reached out and said that we love what you guys do. Would you be interested in being the footwear supplier for the Paris Olympics?” — Henrik ([27:52])
• “It's a tough balance...you want to expand the collection...but I think you can do that with a high dose of relevance.” — Henrik ([25:04])
• “It's often a combination of small things that make up the bigger picture than the few big decisions that's probably most visible in the product.” — Henrik ([27:11])
• “Data is great...We use it to become more insightful, to make better decisions...But we don't let the data steer too much when it comes to the creative part and design part, because then I think you lose touch of the personality.” — Henrik ([32:30])

Memorable Moments

• The story of Morjas outfitting Team GB at the Paris Olympics ([27:52])
• Henrik’s Porsche analogy for brand development, blending tradition and gradual refinement ([25:04])
• Henrik’s reflection on balancing data culture with creative intuition ([32:30])

Key Timestamps

• [00:39] Linda on the transformative impact of reducing laundry
• [02:03] Explanation of product use cases and environmental mission
• [03:53] Microplastics and the "credit card" analogy
• [06:13] Why Pure Effect refuses VC money, relaunch insights
• [10:19] On skepticism, evidence, and fostering open-minded innovation
• [13:25] Entrepreneurial risk and the 'jump off a cliff' quote
• [15:03] Retail, partnerships, and storytelling through art
• [18:44] Henrik introduces Morjas’ women's collection and international expansion
• [19:38] The importance of the US market for Morjas
• [20:59] Value of physical retail and building community
• [22:43] Adhering to core values while scaling (“focus and discipline”)
• [23:53] Investor's praise for not chasing rapid VC growth
• [25:04] Strategic expansion and “Porsche 911” analogy
• [27:52] Supplying Team GB at the Paris Olympics
• [30:28] Announcing Mr. Porter partnership & future global moves
• [32:30] How Morjas harnesses data while keeping creative integrity

Conclusion

In this episode, Tom Edwards deftly draws out how both Pure Effect and Morjas navigate growth and innovation with a commitment to their core philosophies—environmental sustainability and product quality, respectively. The conversations with Linda and Henrik offer a masterclass in how to scale a business thoughtfully, championing discipline, authenticity, and real connection with the communities they serve. Both leaders highlight that success often lies in courage, patience, and the discipline to focus on what truly matters, bridging the worlds of science, artistry, and commerce.

For more information:

• Pure Effect: pureeffectsweden.com
• Morjas: morjas.com