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When it comes to influential acts of the new psychedelic movement, Dungen is a name that is respected and renowned. They have managed to bring music sung in Swedish to international fame and inspired a future generation of psych bands since the start of the new millennium. The band has always acted without pressure from the outside world, almost making their music untouchable. Josefin Öhrn and Fredrik Joelson remember with joy when The Liberation and Dungen were on the same line-up at this year’s Liverpool Psych Fest, honoured to be billed alongside these psych icons.

Many people, including Joelson and Öhrn, see Dungen almost as mythological creatures living in their own world, left alone to do everything on their own terms. This idea of the four members being mysterious must come from the integrity they emit and the respect they are given. Those qualities, in turn, come from the way Dungen’s music is conceived – band leader Gustav Ejstes writes the group’s material and has a special relationship with the process.


For me its creation has always been very intimate and private. You have a vision for what you create on your own and you don’t want anyone to take it away from you. It’s a bit pathetic, but it’s a course of action based on that I was often alone when I was a child. I’ve always been something of a loner, but during the past few years I’ve started working together with the people close to me. I am a member of Amason as well, which is a collaboration of five individuals [The other members are Amanda Bergman, Petter and Pontus Winnberg and Nils Törnqvist.] and completely different. You learn how to throw something in that gets eaten up, and out comes something more beautiful than what you had imagined on your own.” Ejstes is truly viewed as a hero within the music community. Meeting him and realising he is a very kind man with a fantastic passion for music and artistic expression makes it obvious why. He tells me what he gets from exchanges with fans or someone who has been inspired by something Dungen or Amason has done

“When someone you have no relationship with comes forward and says that your music means something to them, that channel is God, it’s incredible,” he says, hesitating before saying the word “God”, but saying it anyway, because it is the only one that can describe that spiritual feeling.


People who spread the loving, spiritual feeling that music can bring the world are the salt of the earth. Spirituality flows freely through psychedelic music and that is the simple beaut of it.

Playlist by Dungen:


Story originaly published on The Forumist

Words by Filip Lindström
Photography by Dan Sjölund
Styling by Maria Barsoum
Hair: Jacob Kajrup at Adamsky
Make-up: Elva Ahlbin at Adamsky

Artists: Dungen (Gustav Ejstes)

Special thanks to The Forumist

Fashion credits:
All by




Psychedelia is made possible by the world’s beautiful outsiders breaking down the boundaries of
the inner self and exploring their true passion for expression. The Forumist met up with two pioneering acts
of the genre that flowers outside of the popular culture we know today.

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Josefin Öhrn + The Liberation

During the past few years, psychedelic music has been having a revival all over the world. The sound has grown modern with time, making it less retro and more timeless. Josefin Öhrn and Fredrik Joelson make psychedelic music together as Josefin Öhrn + The Liberation, a band that has played mostly in Europe, including the UK.


Joelson, who is wearing a striking green parka when we meet, describes what the band members have in common and the way psychedelia opens up the realm of thought: “We don’t really live within mainstream laws for how you’re supposed to exist in a social system at the moment. What Josefin and I share is that we are in a condition that is constantly dreamlike. The psychedelic boom for me is about living not only in the visible world – the inner reality and invisible aspects are as concrete as anything else.” “It’s from there you get your ideas, musical visions and lyrics,” says Öhrn, agreeing with Joelson’s view of the world.

Joelson is very outspoken and eloquent, whereas Öhrn is more thoughtful and reflective. She sees two sides to the psych wave: one being that the boom is a passing hype; the other that the music may turn into a genre of its own.


According to Joelson, psychedelia has grown hugely popular in Europe and the UK and he speculates about why this is the case: “I take it as a sign of people having had enough of the conventional form of materialism. We have come to a point where we can’t arrange our lives exclusively in relation to possessions and material aspects any more. We have to get in contact with our inner selves and that is what the psychedelic is all about – there is a different form of storytelling that isn’t linear.”

The visual effects are a vital part of Josefin Öhrn + The Liberation’s live performances. Their monotone, almost krautrock-like psychedelic sound is brought to another dimension by mind-expanding light shows. Among others, they have worked with light engineer Marcus Karlsson and projectionist Inner Strings, using visually outstanding artistry to create a separate world to step into.


Öhrn also tries to connect clothing with the visual big picture that is a concert experience, which Joelson sees as connecting your inner self with the way you look. When speaking of what she wore for the Whyred shoot for The Forumist, she says she could identify with the garments. “They were things I could wear on stage – it felt like me.” The quite psychedelic Whyred looks would all fit in perfectly in the visual world formed during a Josefin Öhrn + The Liberation concert.

Listen to Josefins playlist:


Story originaly published on The Forumist

Words by Filip Lindström
Photography by Dan Sjölund
Styling by Maria Barsoum
Special thanks to WHYRED
Hair: Jacob Kajrup at Adamsky 
Make-up: Elva Ahlbin at Adamsky

Artists: Josefin Örhn


Fashion credits:
All by



Fashion and music have long been intertwined, but today they are related in a different way from
before. Meet two acts who are active in both fields, living and creating in between these worlds and
changing the shape of popular culture.

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Cousins Adam Odelfelt and Benjamin Lavén and their longtime friend Carl Hjelm Sandqvist have been playing their brand of synth pop together as Tella Viv for more than two years. Like many groups from Stockholm, all members have played in several bands already. The term “Stockholm band” means more than just a group from Stockholm – there’s a scene going on that’s difficult to define. Singer Hjelm Sandqvist muses on the subject: “I think we have a very Swedish sound in Stockholm – it’s about small things like phrasing and the way you produce. There is a lot of interest in Swedish bands abroad and when there are references to ‘Swedish bands’, people are usually talking about groups from Stockholm.”


Outside of the band, Hjelm Sandqvist works as a model (he’s currently on the books at Nisch Management), something that often becomes the focus in interviews with Tella Viv, bringing both positives and negatives with it. Hjelm Sandqvist views it with mixed feelings, saying that nobody know what the focus may be in a year from now, so it’s important that the music remains the main objective. Odelfelt and Lavén don’t see it as a problem, either – “As long as it doesn’t take anything from what we’re doing or change the perception of us, as if I were a solo artist [they don’t mind],” says Hjelm Sandqvist. “I find it interesting to do interviews with people who don’t know anything about that side of my life. Some weeks, in some cities, I can be recognised in the streets, but otherwise I’m very ordinary. No one usually has any idea about what I do – they think I’m a dopehead rather than a model.”


Having one foot in fashion and the other in music is not unique for Hjelm Sandqvist or Tella Viv. He feels the relationship between the divisions of pop culture has changed recently. “I guess the lines have been blurred. There is the opportunity to do both. Musicians are expected to be seen in fashion. Many people want to style artists and it’s very important that the artist’s integrity is kept in mind. Bands can get a bigger response when they become figures that the fashion industry wants to work with.”

Another artist connected to the fashion world is Sarah Assbring, who released her first album as El Perro del Mar more than 10 years ago. Some things have changed since then but some have not. Assbring has always tried to create what feels true to her rather than what will please the masses, but with her new album, KoKoro (meaning “heart” in Japanese), she has shifted her perspective from herself to the world around her. The subject of the record is the equality of mankind – how we are all born the same and should therefore be viewed as equals.


A key element of El Perro del Mar’s lengthy existence is that Assbring’s creativity also encompasses fashion and art, which influence everything she produces. “Everything runs parallel through what I do. I almost get more inspiration for my music from other forms of art than I do from music. It has always been that way, from photo art to architecture and sculpture, among others. When I’m gathering ideas for a new album, those are the art forms that I create a referential library with. I make a mood board before I start writing, which is like a palette that becomes the emotional foundation of what I want to write.”

Fashion has recently become an even more prominent part of El Perro del Mar: while making KoKoro, Assbring has been working with stylist Nicole Walker, who runs Amaze, a springboard for experimental fashion, and who has also worked with Hjelm Sandqvist.

“My and Nicole’s thought behind the visual idea of what I am, or who I am, is the free image of an assembled identity,” says Assbring. “Both high and low, beautiful and ugly, which gives me new freedom to portray myself in different ways. We are both uninterested in classic fashion photography and the image of a pop artist, so that makes Nicole even more cut out to work with me.”

To present El Perro del Mar as an amplification of Assbring, a lot of thought is put into the clothes she is wearing – something more than a good look is required, something that will show who she is and go well with her music. Walker’s input has been instrumental in helping her achieve that.

“Through Nicole I have gotten the opportunity to meet young designers – some of whom are still at school – who are incredibly talented and whose garments I’ve worn both on and off stage. I feel that there are many newcomers who are really pushing things forward at the moment, drawing up completely new guidelines to what fashion can be.”


Many artists choose to play it safe when it comes to fashion. If a designer makes a stage outfit, it is usually for someone famous who is backed by a major label. That doesn’t interest Assbring as a person who sees brilliance in artists of any trade. She herself, through the multi-faceted project that is El Perro del Mar, has realised she needs to follow her own rules and trust fully in her own vision. She lights up when talking about new designers, but recognises how difficult it is to work in the fashion industry and retain creative integrity, as with any artistic industry.

“Something you have when you are young is the freedom to be brave. I understand that the fashion world is difficult to survive in and I get why you can end up playing it as safe as possible, which I feel has been the case with Swedish fashion for a long time. It’s a relief to see a new wave of young designers daring to go for the unsafe option and I hope that they will continue to do that for a while. It’s such an injection, like the inspiration I get from looking at Nicole’s Amaze.”

El Perro del Mar combines the courage of a young artist with the maturity and knowledge of an experienced one. Diverse artistic outlets have been brought together on KoKoro, an album based on respect for art as well as an acknowledgement of human equality. The blend of impressions that Assbring has gathered under one album title is an injection of energy in itself, much needed in the world today.

KoKoro is out now on Ging Ging

Enter El Perro del Mar’s musical atmosphere by listening to our special made playlist below:

Enjoy Hjelm Sandqvist’s inspiration and influences for Tella Viv below:


Story originaly published on The Forumist

Words by Filip Lindström
Photography by Dan Sjölund
Styling by Maria Barsoum
Special thanks to WHYRED DENIM
Hair: Jacob Kajrup at Adamsky 
Make-up: Åsa Karlsten

Artists: El Perro del Mar & Carl Hjelm Sandqvist from Tella Viv


Fashion Credits:

All available at WHYRED.COM

1. Shoes: VOX Knitwear: RAY Shirt: Mills B.D Core Print

2. Jacket: HALE

3. Jeans: Syd Blue Black. Jacket: Kaye. Shoes: VOX

4. Jacket: Kramer

5. Jeans: Syd Black. Knitwear: Ray (black). Jacket: Yani. Shoes: Night

6. T-shirt: Art WHYRED. Jeans: Lou Blue Black (Heavy Stone Blueblack)

7. Jacket: Kaye


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