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Swedish fashion

Despite being aggressively fashion and trend-conscious, Swedes have a very practical approach to clothes. When we dress up, we don’t dress up too much. There’s not such a difference between how we dress at work, in our time off, and at parties.

  • “Ecoluxury” by Swedish designer Camilla Norrback
  • Swedish design label Acne
  • Swedish design label House of Dagmar
  • Swedish designer Anna Holtblads Brand Store
  • Swedish design label Whyreds flagship store
  • Swedish disign label Odd Molly
  • Nudie one of many Swedish jeans design labels
  • Gothenburg based Swedish design label Stylein
  • Vintage shopping in Stockholm, “Herr Judit”
  • Vintage by Swedish fashion brand Filippa K

“Ecoluxury” by Swedish designer Camilla Norrback

The women in the know

Cia Jansson, Fashion Editor and Creative Director at Elle; “Stockholm’s many designers have their own stores, where you can see their entire collections, like Rodebjer, Whyred, Nakkna, Carin Wester, Anna Holtblad, the jewellery designers David & Martin and many others. Of course Acne is the flagship − they have proven that it’s possible to build a brand on the international market, based on a jeans collection. Cheap Monday is another phenomenon, with its Weekday stores. And you can’t forget larger, established brands like Filippa K, Tiger of Sweden and J. Lindeberg, and of course H&M, which is everywhere”.

The trend-setter

Trend-setter Elin Af Klintberg, Editor in chief of Plaza Magazine and Plaza Deco; “My favourite Swedish fashion brands are Acne, Rodebjer, Whyred, Fifth Avenue Shoe Repair, H&M and COS”. 

The man with taste

Swedish men are known for good taste and one of the leaders of the pack? Peter Lilliehöök, Editor in Chief of Connoisseur Magazine. Peter recommends:  “Brands like J. Lindeberg and af Klercker. And Linnea Braun has nice shirts. My favourite brand in Sweden right now? Probably Nikolaj d'étoiles. And of course I am a big fan of jeans like Nudie and Acne. These brands have a very good fit”.  For vintage finds and variation? Peter usually goes shopping on Södermalm at Herr Judit and Grandpa.

Don’t leave Sweden without them

Martin Bundock, from leading PR firm A.World.Beneath, list the following as the hottest brands on the Swedish fashion block; Denim Demon, NEUW, Denim is Dead, Nudie, Acne, Hernandez Cornet, Altewai. Saome, Local Firm, Nhu Duong and of course, Swedish Hasbeens and Rodebjer.


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