{"id":7667,"date":"2026-06-23T17:51:32","date_gmt":"2026-06-23T17:51:32","guid":{"rendered":"https:\/\/valfrids.com\/what-exactly-is-valfrids\/"},"modified":"2026-07-04T19:04:14","modified_gmt":"2026-07-04T19:04:14","slug":"what-exactly-is-valfrids","status":"publish","type":"post","link":"https:\/\/valfrids.com\/en\/what-exactly-is-valfrids\/","title":{"rendered":"What exactly is Valfrids? – an almost true story"},"content":{"rendered":"\n

An Almost True Story About Valfrids<\/h2>\n\n

Valfrids was founded in 1850 by Valfrid Hildest\u00e5hl. At the time, it was just a small store\u2014a classic general store on a street in Stockholm\u2014where Valfrid himself stood behind the counter selling reliable, traditional goods and household items. The business then grew; he expanded it into a small four-story department store, and that\u2019s how it has remained ever since. Today, his descendant runs the department store. He could almost have called himself a wholesaler. But it wasn\u2019t a luxury store back in the 1800s\u2014nor in the 1900s, for that matter. Over time, Valfrids took on a somewhat classic, almost conservative feel, because they stayed true to their roots\u2014natural soap, waxes, and quality household items. It was tough in the \u201960s when everything was supposed to be made of plastic and petrochemical products were all the rage. But now the tide has turned; people want the traditional again\u2014real soap, chemical-free. PFAS and Teflon are out; craftsmanship is in. Historic preservation is all the rage; young families are buying old houses and renovating them, and of course they want real, chemical-free products in their homes. They\u2019re careful about what they buy\u2014and even what they eat. It\u2019s a good thing Valfrids always stayed true to its roots! <\/em><\/p>\n\n

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Even if it’s not entirely true\u2014that’s still the feeling we want to convey in our “virtual store”<\/p>\n\n

True Sustainability<\/strong><\/p>\n\n

We never use the word “sustainability.” It has been eroded. When fast-fashion chains say they\u2019re \u201csustainable,\u201d you know that doesn\u2019t mean anything anymore. This will be the only time you’ll ever hear us mention that word.<\/p>\n\n

Valfrids is, after all, true sustainability. It’s not that remarkable. No, it’s just a matter of making great products with quality ingredients. Often based on old wisdom. Don’t get swept up in the latest trend without asking yourself: Who stands to gain from this?Everything is connected<\/strong>When I started Valfrids, it was this thought that drove me. I simply got tired of the fact that we’ve gotten used to surrounding ourselves with harsh chemicals, PFAS, and synthetic additives in everything from shoe care to food and skincare. Why should we compromise our health and our environment when there are such incredibly wonderful, traditional alternatives?Back to the real deal<\/strong>In the past (and we\u2019re not even talking that long ago), you didn\u2019t need petrochemical solvents to keep a home clean, nor strange additives to make food last. They simply used what nature provided. Pure oils, natural waxes, good soap, and food made from real, unprocessed ingredients. These are recipes and traditions that have been used for generations, with absolutely no side effects for either people or nature. That\u2019s exactly the simple purity we need to get back to, whether it\u2019s the juice we drink for breakfast or the cream we put on our shoes.That\u2019s exactly the feeling and the care I want to bring back with Valfrids.It’s not about some unattainable luxury. It is about chosing pure and honest products. To eliminate the unnecessary and instead make room for products made with care, craftsmanship, and pure ingredients.Take care of yourself, every step of the way. You deserve it.Warm regards,Jens<\/p>\n","protected":false},"excerpt":{"rendered":"

With roots in tradition, we’re were much in step with the today. And why we never use the word “sustainability.”<\/p>\n","protected":false},"author":1,"featured_media":7668,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[62],"tags":[],"class_list":["post-7667","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/posts\/7667","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/comments?post=7667"}],"version-history":[{"count":11,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/posts\/7667\/revisions"}],"predecessor-version":[{"id":8382,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/posts\/7667\/revisions\/8382"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/media\/7668"}],"wp:attachment":[{"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/media?parent=7667"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/categories?post=7667"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/valfrids.com\/en\/wp-json\/wp\/v2\/tags?post=7667"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}