FIELDTESTED | Johanna Bjork, Founder & Editor-In-Chief of GoodLifer

Fed up with negative doom-and-gloom prophecies, Johanna started Goodlifer as a way to offer a positive outlook for the future, and curate a place for like-minded people to come together and share great discoveries, thoughts, tips and reflections on a new definition of the Good Life. We talk to her about what the journey has been like so far.


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Goodlifer has been around for 6 years now. How has your version of the Good Life changed for you in that time, if at all?

I think my basic idea of the Good Life has remained the same — doing things that make me happy, surrounding myself with great people and beautiful things and spending time in amazing places. What happens for many of us, I think, is that we start appreciating the small things in life more and more as we get older (and wiser). I’ve definitely slowed my pace and become more focused on the things I really enjoy doing, instead of trying to do it all. It’s important to stop and smell those delicious flowers.

You love stories and style – two of our favourite things as well. Tell us a story about the first time you realised your passion for this, and why you love storytelling so much.

I think I was basically born with a keen interest in style and an affinity for the unusual. I was the kid who always dressed weirdly and spent lots of time in my room putting crazy outfits together. Storytelling is something we’re also good at when we’re little, but then maybe forget about as we get older. In my profession as a designer I help brands tell their stories. Good storytelling is an art, and helps brands build a loyal following and good reputation. I particularly love when someone compliments my outfit and I’m able to tell them a really cool story behind what I’m wearing.


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You want to be a global nomad we see, splitting time between East and West Coast, and Sweden. Why do you think there is a growing trend of people aiming to structure a life spanning countries and seasons, and what has enabled that? What’s your reason, and what do you have to do to get there?

I very much aspire to be a global nomad. Can’t say that I’m quite there yet, but I’m working on it! The world is changing rapidly, and we no longer need to be in the same place every day to do our work. Telecommuting and freelancing has opened up a whole world of possibilities for many of us. I can basically work from anywhere as long as I have a computer and internet connection — that’s amazing! Why wouldn’t I take advantage? Doing this requires that we simplify our lives to give room for more flexibility. If you have lots of stuff, a huge house and three cars, you’re not very mobile. Freedom is the ultimate luxury item, and one of the basic tenets of the Good Life.

What’s the one thing you would change about the world?

Well, I would love to put an end to war, inequality and injustice. There are so many crazy things going on in the world right now. I wish there was an easy solution.

What keeps you up at night and gets you going in the day? What motivates you?

A drive to create. Whether it’s work for clients, personal design or art projects, writing or something completely different, I love making things. I also love learning about new things. There’s so much interesting knowledge and insight to be had and never enough time to acquire it. But that’s the thing, there’s always more stuff to do and learn and make. That’ll keep me going for a long time.

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graphic designer by trade, Johanna’s career has followed a winding road through real estate marketing, art fair parties, neighborhood branding, magazine design, fashion styling, travel writing, sports and entertainment marketing, and non-profit organizations.She realized what bound all these experiences together was a desire to tell stories, and decided to start Goodlifer as a way of expressing this passion, with words as well as visuals.


We are inspired by her passion and optimism in life, and are proud to have her as a Fieldtester, a group of inspiring friends that regularly test MATTER products in their workplace and travels to help us improve durability and design. Johanna wears The Classic Wideleg in Bhalka Indigo, Size 2.

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