Hi, my name is Johanna Björk and this is my blog, where I look for beauty in the urban landscape. I am an eco-fashionista (ecoista?) and avid vintage shopper. Everything I buy that’s not vintage is either on sale or really cheap, since I believe true style is finding those gems on the periphery, not looking where everyone else does. Only fools spend too much on looking good.

The focus of this blog is photography and style. I will share outfits, vintage finds, inspirations and give you a glimpse of daily life in the concrete jungle.

I’m also the founder and publisher of Goodlifer, a web-based magazine dedicated to sharing ideas and insights into a future that is positive, enthusiastic, sustainable, achievable and bright. I believe that all truly good ideas are inherently sustainable, and report on innovative people, companies and organizations that are part of a global movement towards a conscious redefinition of “the good life”.

Some people would call me a leading expert and commentator on design, eco-fashion, DIY culture, the local food movement and cultural sustainability. I moved to the U.S. from my native Sweden at the dawn of the new millennium, lived and worked seven years in Miami, and now reside in Brooklyn, NY.

For writing assignments, interview or speaking requests, please contact me at johanna [at] concreteflower.se

“New York, concrete jungle where dreams are made of
There’s nothin’ you can’t do
Now you’re in New York
These streets will make you feel brand new
Big lights will inspire you
Let’s hear it for New York.” — Jay Z & Alicia Keyes, “Empire State of Mind”

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