Jemma Swatek was born in England and raised in Denmark. She began sewing her own clothes in third grade, and her childhood passion led to a BFA in knitwear design from San Francisco’s Academy of Art University. She eventually moved to LA and debuted her line, Lykke Wullf. "I was always looking for reasonably priced clothing that was ethically made," says Swatek. "I finally just started making my own clothes again and launched a label. It happened very organically — no business plan, no investors — and it keeps on growing."
Today, Lykke Wullf (an homage to her mother, which means "happiness/lucky wolf") is loved by musicians like Kate Nash, who's a fan of the brand's "No Basic Bitch Girl Gang" collection of '70s-inspired baby tees and patches. Swatek's range of retro overalls, which come in denim or velvet with a high-waist and cropped leg, are also a huge hit.