The winner makes it all: Catching up with Swedish brands Pure Effects and Morjas

Pure Effect co-founder Linda Rosendahl Nordin explains how the Swedish biotech company uses beneficial microbes to clean fabrics without washing. Plus: Morjas founder, Henrik Berg, talks brand growth, footwear and launching a women’s line.See omnystudio.com/listener for privacy information.

Episode metadata supplied by the publisher feed · Published Jul 23, 2025

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The winner makes it all: Catching up with Swedish brands Pure Effects and Morjas

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