It is sometimes said that a good pair of shoes not only carries you, but also determines your path. Vagabond Shoemakers takes a course that revolves around heritage, craftsmanship and innovation. The Swedish shoe brand is known for its seamless combination of Scandinavian minimalism and daily functionality. Under the creative leadership of Maria Billson Olander, the brand takes confidence to the future. “We are a fashion brand, we are shoemakers and we are driven by sustainability,” she says. “That triangle defines us DNA.”
In a conversation with FashionUnited looks back on her own career, she sketches the strategic course of Vagabond and shows how the brand innovates in the field of materials, design and responsible production, without losing sight of its core identity.
A career rooted in craftsmanship and creativity
Olander’s career seems almost destined. She grew up in a Swedish region that once flourished thanks to the knitwear industry. Her fascination for textiles and craftsmanship was created at a young age. “I worked during school holidays in Breigoed factories. It was fascinating to see designers at work,” she recalls. After studying fashion and knigoed, she started as a design assistant at a learning jacket manufacturer, where she gained practical experience with high -quality materials.
In 1999 she joined Vagabond, a step that she describes as finding her professional home. “The design testing appealed to me immediately, and since then I have stayed,” she says. Today, as a Creative Director, she plays a key role, not only in the design, but also in the marketing and sales strategy. “It is a cross -functional process. We always think together: is this product suitable for a campaign? Should it get the spotlight on social media? Those conversations are constantly.”
Design for modern townspeople
The core of Vagabonds Creative course is a dedication to contemporary design with a clear focus on portability. “We design for every day,” says Olander. “Shoes that are comfortable and versatile, but always with a modern twist.” The collections are being developed in a revolving rhythm, with about six seasonal drops per year, supplemented with regular in-season updates. “At Vagabond, design never stands still,” she notes.
An important source of inspiration is the rich archive of the brand itself, with a solid foundation in the design DNA of the 90s. “Our archive is a gold mine,” she says. “Some of our greatest successes are inspired by styles from our early years. At the moment we see the return of the boat shoe, one of the first silhouettes we ever designed.” The urban aesthetics of Vagabond is aimed at transcending generations and boundaries. “We don’t design for specific markets,” explains Olander. “We create for an urban, style -conscious individual who value quality and timeless design.”
Sustainability with structure and depth
In today’s fashion industry, real dedication to sustainability requires more than cosmetic adjustments, it requires a fully integrated approach. Vagabond works with LWG-certified tanneries, uses chrome-free leather for carrying, and processes GOTS-certified organic cotton, tencel ™ and GRS certified recycled polyester in the collections. “We maintain control of the entire process,” emphasizes Olander. “Every shoe is prototated in -house and tested at our head office in Varberg.” This practical approach guarantees consistency, quality and responsibility. From reading development to Zooldesign: all essential steps take place internally, a rare benefit in the current fragmented production landscape.
In 2023, Vagabond sent a powerful signal with a new step in sustainable entrepreneurship: founders Marie Nilsson Peterzén and Mats Nilsson donated the company to the newly founded Vagabond Shoemakers Foundation. This unique ownership structure ensures that future profits are reinvested in research, education and social initiatives. At the beginning of 2025, the foundation announced its first donations – a total amount of 1.4 million euros – for organizations such as Doctors Without Borders and Mercy Ships.
Broaden
Although shoe making remains the core of Vagabond, the brand is not afraid to explore new product categories that match the brand identity. The success of the leather bags and jackets, logical extensions of the existing expertise, underlines this flexibility. “When we launched our first bags, we were insecure. After all, we are shoemakers,” laughs Olander. “But it was a huge success. The same applied to our leather jackets, which were sold out within 24 hours.”
Looking ahead, Olander Vagabonds wants to expand international presence, without losing sight of the core values: craftsmanship, sustainability and the conviction that good design must be both portable and sustainable. “We want to grow into a really worldwide fashion brand,” she says. “But always on our own conditions.” While the brand continues to develop, Olander sticks to the balance between renewal and continuity. “It’s about staying faithful to our DNA, and at the same time moving with the world around us,” she concludes. “I just want to continue this trip.”
