"Everything comes back to identity. Who are we? We can't help that."
When the French car company Peugeot approached Per Ivar Selvaag to design their supercar, he made some unconventional choices: Norwegian wood and wool interior. Per brought his identity. Born in Norway, raised by a mother who never stops knitting, he spent much of his life surrounded by natural beauty and materials like wood and wool. He weaves these inspirations into subtle work that speaks to his origin and reminds us that honesty can be a thoughtful representation of yourself at peace.
Video by CreativeMornings/Oakland
Photo credit: Timothy Kempf