Alice Wagner - The Goddess of freedom

There are those who don't want to work 9-5, go home and fry "Falu" sausages, fold laundry and do it on repeat. Alice Wagner is one of them. I meet Alice at the Kaffebaren on Södermalm. She runs the communications and design agency Alice Wagner Design Studio and combines that with an adventurous life in either her sailboat or her Volkswagen California.



Hi Alice! What do you have for to eat?

Yoghurt with fruit and granola and a carrot juice.

You live a pretty free life with your California Camper Van and Sailboat, what's so great about that.

That's the freedom. I don't have to plan, I can just go. If I'm going a long way, I don't need to book anything but can stop on the way.

The reason I got a California was a combination of skiing and work. I have existing customers everywhere and can also meet new customers in new places. Meetings become better physically and with a California it becomes easier. I use the Californian mainly in the winter when I ski and the sailboat in the summer.

The great thing about the sailboat is the same feeling of freedom as with the California, but the boat has more amenities, such as a toilet and the availability of water to wash and wash dishes in. Especially considering that I use the car in the winter. When I do top tours in Norway, it can take a week before I wash.

How did you learn to sail?

I've been sailing since I was little, about 4-5 years old, but only about one week a year. We also had our own motorboat, so I'm used to water. Then we went out to islands and camped or went water skiing.

I had a break from sailing for about 20 years. I didn't remember anything when I bought the boat. On the first sailing trip, I had a friend with me, but she didn't know anything. She had no idea and I hardly knew myself what we were going to do. Now I have sailed a lot and have learned along the way.

Can you sail by yourself?

The purchase of the sailboat was a conscious choice, with the help of my father and brother I chose a boat of the right size and where the foresail takes care of itself. It was important that I could handle it myself. Now I can tension lines while sitting at the helm and steering.

"On the first sailing trip, I had a friend with me, but she didn't know anything. She had no idea and I hardly knew what we were going to do".

What is difficult about sailing alone?

It's not always easy. The sailing itself goes well when I'm alone, but it can start to flutter and go upwind. I therefore have to plan much more and carefully, for example where I take up the sails, when I sail by myself than when I have help with me, Another point that is difficult is to add. I mostly go into natural harbors and it is more difficult. Then I need to throw in the anchor while I take care of everything else and check for rocks. When I have visitors on the boat who can help, there are no problems. My daughter is the best help, she is worth her weight in gold.

What are the risks?

It's worst when it's windy and driving well. You need to have some speed when it's windy so that it doesn't start to drift, while you don't know what it looks like under the surface. Last summer I ran over a rock on such an occasion. It doesn't feel good in the boat. It didn't break, but there will probably be some marks in the keel.

Otherwise, it is quite risky when you sail longer distances yourself. It can happen that I sail for 7 hours and it's a bit difficult when you steer yourself and start to get hungry.

Best sailing memory?

It's the times when I sail a little on the limit that it's a little too dangerous. When I'm completely exhausted afterwards and think f—n I screwed that up. But the best memory can also be when I sail calmly. It takes a lot before I start the engine. Long, calm sailings, up to 9 hour sessions. Around midsummer is lovely, when it's light late into the night and I think "Should I add?" but continues because it is so bright.

A particularly good memory was last summer when I sailed from Saltis to Huvudskär. It was a magical evening. I had good wind and the sky was completely red. It was amazing to move forward with only nature and feel the power of the water. And it was completely silent.

Best tips for compact living

My best tip is to prepare the food in advance and put it in vacuum bags. Each bag is one portion. When you are about to eat, you just put the bag in boiling water, then you put the bag down in a jar and if it starts to tilt, you can put a lid on it. It takes up no space, no packaging, no dishes and no rubbish. Once, when we were going away for a week, I had over 40 meals for three people and still the fridge was only half full.

With compact living, you generally need order. Bag systems and soft boxes are good for organizing clothes and different things. It must not be messy in a boat, it must be quick to find when sailing and things must not fly around in the boat. I always have way too many clothes no matter how little I pack. I still only wear the same clothes every day. The same shorts, T-shirt and waistcoat, that's it.

Absolute must-haves in the pantry/fridge in the sailboat?

Besides the bags I mentioned, nuts. When you're hungry and can't leave the sailing to eat, a handful of nuts provides good energy. Preferably with a little sugar.

The most rebellious thing about your boating life?

That I bought a boat myself even though I could barely sail.

What does your working life look like on the boat?

I have people who jump in every now and then and then I work a lot before anyone arrives. I anchor in a sheltered bay and work for several days and then be free for the visit. When the teenagers are with them, they sleep longer in the morning and then I work all morning until they wake up.

I have fixed the electricity so that it works to charge the computer on the boat and can therefore be out as long as desired. I also have my own router in the boat.

Which is the best city port?

I like natural harbors the best, but when I've been out for a very long time, it's so lovely to come into a city harbor. I like to slip into Vasahamnen, add and go to Gröna Lund when I have the children with me. It's so nice when you see the whole Old Town lit up. It is unique to be able to enter the middle of Stockholm, which is such a big city. Strängnäs is also super nice, there is also a great sailing route there and the harbor is in the middle of town.

Hidden talent?

I can make "the worm". They are a surefire party trick that always hits home. 

("The worm" is when you eel like a worm, or rather like a caterpillar, on the floor. The body and legs bob high up and down while moving forward or backward :). Anyone who wants a better explanation can go party with Alice).

When do you wear your Wool rebel vest?

I mainly wear it when it's windy and cold. It is super nice to have under the sail stand. It gets quite warm underneath the place and I don't want too many layers. I usually wear the Sailing Pants, the vest and possibly the sailing jacket over it. When I get to have the vest myself then... and my son hasn't taken it.