Our mission

Cultural change. Wholeness. Sustainability.

Whole Threads' mission is to be an agent for change in the world of clothes. We contribute in making it sustainable in every sense of the word, on a collective as well as personal level. 


Clothes are intimately connected to culture. As a new paradigm is born our beliefs about, and relationship to clothes, are going through a transformation. And, since cultural

values are the reason why clothes look the way they do, the clothes we wear simply have to change along with our culture. 


The manufacturing of garments is also one of the dirtiest industries in the world (on many levels) so environmental and social issues are forcing us to find new ways.​

These are the three areas we focus on...


Share new ways of looking at, and using, clothes through talks, books, our blog and social media.


Offer coaching and courses to help people use clothes as tools on their journey towards wholeness and Self expression.


Assist the shift to a new clothing paradigm through fabric and garment collections.


Join us on an exciting and transformational journey of self-discovery!

Annika Thomas

Designer. Author. Transformational guide.

Annika Thomas, the founder of Whole Threads, calls herself a holistic designer and feels most at home in the borderland between design, psychology and spirituality. Her collections, courses, books and blog are the result of her attempts to integrate these.

After graduating from Beckmans School of Design in Stockholm, Annika began working as a designer in the fashion world. But, in the midst of a promising career as chief designer of a large international clothing company, she began to seriously question the world of fashion. Creating clothes in the usual way felt totally meaningless and continuing no longer seemed like an option.


A relentless inner drive led to a bold decision to leave her work, as well as most of her life, behind. This marked the beginning of a challenging journey and a deep existential crisis. Annika delved into the mystery of human and cultural evolution, explored her own identity in-depth and studied the effects of colors, shapes and surface patterns on the human psyche. All of this led to a deeper understanding of the role of clothes and a total re-evaluation of what it means to be a designer. 


During this transformative journey new ways of working gradually unfolded, with a steady focus on weaving  

together the inner and outer. She eventually began to teach others how to use colors, patterns and garment styles as tools on their path to inner growth.


Annika's present challenge is to create clothes to help embody the deeper Feminine, denied and demonized for millennia. Clothes for a sustainable future, based on different ideals. If we need ideals.