Ulrika
Hafström
San Francisco & Stockholm
Email LinkedIn Tēla
Operator and founder with 10+ years building at the seam of sustainability, operations, and consumer transparency. First hire in the Customer Operations team at Gravity. Founder of Tēla — a nutrition label for clothes. Former co-founder with a successful acquisition exit.

Feel free to reach out to learn more.
Customer Operations and Climate Strategy · Gravity Climate2023 –
Climate Strategy Advisor · Normative2022
Co-Founder & CMO · Udda Coliving2020
Project Manager · Sustainergies2019
Sustainability Consultant · Nordic Choice Hotels2018
Tēla — consumer app, founder2026 –
Fashion Health Report · @fashionhealthreport2026 –
Top 33 Under 33 Sustainability Talents, Sweden2023
Sustainability Advisor to Sweden's Minister of Housing2020
ASAP Sustainability Leader of the Year2020
Nominated Best Startup · REUSIT, EU Climate Kick2019
Accepted into Norrsken · Stealth Startup2020
Sweden-America Foundation Grant2017
B.Sc. Urban & Regional Planning · Lund University2021
Exchange · Shanghai Jiao Tong University2019
Dean's List · Augustana College, Illinois2018
Selected work & highlights
Tela app
Venture · 2026 –
Tēla — nutrition label for clothes
0%
Churn across 30+ enterprise accounts
Gravity Climate · ~15% avg ARR contribution per account
2023 – present
Udda coliving Ostermalm
Co-founder · Udda Coliving
Diplomat i Östermalm — design-led coliving, Stockholm
33 under 33 sustainability talents Sweden
Aktuell Hållbarhet · 2023
Named Top 33 Under 33 Sustainability Talents in Sweden
Plogging Sweden
Community growth · Global
Scaled to 10K followers — 300% community growth across markets
Featured in Volvo Korea ad campaign ↗
REUSIT circular economy business model
Nominated Best Startup · EU Climate Kick 2019
REUSIT — circular construction materials exchange
Normative Mentimeter
Normative · 2022
Presenting climate strategy at Mentimeter
Recognition · 2023
Top 33 Under 33 Sustainability Talents
Aktuell Hållbarhet — Sweden's leading sustainability publication
Read the feature ↗
Udda logo
Co-founder · Exit 2026
Udda Coliving → acquired by NestFrame
Dagens Industri
Press · Dagens Industri 2021
Udda Coliving in Swedish national media
Academic · Lund University 2021
Coliving in the Sustainable City
5 citations. Became a reference guide for coliving companies developing sustainable urban housing models.
Read the thesis ↗
Norrsken accelerator
Accelerator · 2020
Stealth startup accepted into Norrsken
Fashion Health Report
Content · 2026 –
Fashion Health Report — coining "toxic washing"
Jones modelling
Creative · Modelling
From Jones — organic cotton campaign
Tela logo
Brand · Tēla
jointela.com
Market Art Fair
Photography · 2023
Market Art Fair — photographer & creative consultant
Conference hosting
Speaking & hosting
Panel host on sustainable housing, Sweden
Ulrika Hafström
Email Tēla LinkedIn