H&M is literally the biggest name in global fashion, but how about those smaller fashion houses with designs on your pockets? Heard of Acne, Filippa K, J Lindberg, Nudie Jeans, Cheap Monday, WE, WESC and Weekday? Come and see them on their home patch in Sweden.
The woman 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 there is of course Odd Molly and larger, established brands like Filippa K, Tiger of Sweden and J. Lindeberg, and of course H&M, which is everywhere”.
Trendsetter 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 their good taste and 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 checking out these fashion brands
Martin Bundock, from leading PR firm A.World.Beneath, lists 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.