This Chufy series was filmed in the Norwegian countryside. Sofia Sanchez de Betak went chasing the Northern Lights after Covid and was very impressed with this place. While other Northern Lights chasers would project dancing waves of light onto their cameras once they found them and end the night quickly, Sanchez de Betak did not. To truly appreciate cosmic time, slowing down is necessary. She recommends bundling up and maybe even bringing some thermoses – she’s now making cases for vintage devices out of recycled fabric from her old collection, which she sells on her website.
At Chufy, Sanchez de Betak’s beloved smocked dresses, quilted jackets, jumpsuit sets and other easy-to-wear bohemian styles are refreshed each season in new prints. The phenomenon of the Northern Lights inspired her early fall, but all of her travels have informed Chufy’s aesthetic in abstract ways. The swirl patterns here are less literal than impressionistic.
Four years later, Sanchez de Betak believes that Chufy’s business practices are not in line with her principles. “Why do we have so many samples?” she said she asked her team. “I decided I just wanted to give our customers something that we thought was super special.” Where the line has grown is in its knitwear. The ruffled shoulders on the mélange ribbed sweater and the colorful embroidery on the cable-knit crewneck are two particularly small details of this product.