Swedish fashion – a story of substance and style

Few countries are as synonymous with the word “style” as Sweden. With its versatility, effortless chic, clean lines and sensitivity for vintage and durability it’s little wonder that Swedish style is so sought after around the world. With sustainability high on the agenda too, Swedish clothing brands stand out in an ever-changing marketplace. Here’s a roundup of Swedish fashion brands and designers. Some you’ll recognise already, others you should get to know.

Sweden's established crop of fashion brands

The ability to constantly refresh and redefine themselves has meant that these heavyweights of Swedish fashion have managed to remain at the top table, year after year.

• Acne Studios – With its multidisciplinary approach taking in photography, art and contemporary culture influences, Acne Studios remains the largest and best-known brand in Swedish fashion.
• Rodebjer - Founded by Carin Rodebjer in New York in 2000, the brand has stayed faithful to its roots in feminism, counter-culture and environmental values, to become a staple in Swedish fashion design.
• Totême – Founded by Elin Kling and Karl Lindman in 2014, Totême has taken a well-deserved place in the hierarchy of Swedish fashion with its quest to design the perfect modern minimalist uniform.
• Filippa K – Elegant yet accessible, functional yet stylish, and an early sustainability adopter, Filippa Knutsson’s brand remains a hallmark in what we equate with Swedish fashion.
• Tiger of Sweden – Stockholm’s most established tailoring brand, Tiger of Sweden, is renowned for the cut of its suits, coats and mould-breaking design.
• Hope – Founded in 2001, Hope draws on classic tailoring, pushing boundaries with all garments labelled with both men’s and women’s sizes.
• Stand Studio – Originally offering well-designed leather articles at reasonable prices, Stand Studio has since branched out into colourful faux fur, along with wool, vegan leather, and other new sustainable materials.
• Ida Sjöstedt – Heavy on lace and tulle, Ida Sjöstedt’s signature style oozes daring romantic glamour within Scandinavian wearability boundaries. She counts Princess Sofia among her client roster.

Out and about

While a sense of effortless style is a common factor among Swedes, so too is a love for the great outdoors. Given the popularity of Sweden’s famed Right of Public Access (‘Allemansrätten’) it’s hardly surprising that the country has given birth to so many top outdoor brands.

• Fjällräven, founded in 1960 in Örnsköldsvik, is hailed as one of the industry’s greenest brands. It constantly strives to make its products greener by using recycled materials and producing “on nature’s terms.” Its Kånken backpacks are Swedish fashion icons.
• Tretorn, known for its rubber boots, cool trainers and outdoor gear (and holding a warrant of appointment to the royal Swedish court), is also working hard on sustainable innovations.
• Stutterheim’s tailored raincoats are so stylish you almost look forward to bad weather. Every coat they make is signed and numbered by a seamstress to ensure quality.
• Astrid Wild’s “By women for women” approach began when its founders were travelling the world and realised how male-focused the outdoor sector was. So they shook it up with their well-designed, comfortable and flattering womenswear.
• Founded in 1986, Peak Performance stays true to its roots for combining excellent functionality with understated design.
• The same style DNA has brought countless new players into the outdoor clothing market. Swedish clothing brands like Haglöfs, Tierra, Houdini, Lundhags and Klättermusen all vie for space with their own function-meets-design twists.

Slow fashion

With a focus on high quality, timeless design and sustainability, it’s no surprise that slow fashion, a response to mass-produced, disposable clothing is so prevalent in the Swedish fashion industry.

• Asket – Built on the motto “Buy less, buy better,” Asket was founded in 2015 by friends Jakob Dworsky and August Bard Bringéus and focuses on high quality materials for its wardrobe staples for both men and women.
• A New Sweden – Taking sustainability to the next step, A New Sweden is renowned for offering a 15-year guarantee for its wares. All their garments are made in Sweden using only local materials.
• Stockholm-based Deadwood uses vintage leather jackets to create new ones. Its cool, biker-style jackets are sought after by men and women alike.
• Fashion-tech brand Atacac’s USP is making clothing digitally, using high-tech software to eliminate unnecessary production sampling. Most garments are unisex and made to order – therefore avoiding overstocking.

Denim

Sweden has long punched above its weight in the denim sector. Dedicated followers of Swedish fashion have plenty to choose from in this country of jean genies.

• Sustainability standard bearers Nudie Jeans and Dr. Denim, both founded in Gothenburg, have built very successful businesses with global reach.
• Meanwhile, iconic Swedish fashion brand Cheap Monday has morphed into its own label ÖA, named after original founder, Örjan Andersson. The ÖA brand retains traditional attributes but adds a “rock” twist to their jeans.
• Jeanerica was founded in 2018 by Swedish fashion industry stalwarts Lena Patriksson Keller and Jonas Claeson. Drawing inspiration from iconic retro styles, their premium brand denim products are made with the best available techniques to deliver their sustainable message.

Accessories

Carrying off the right look extends beyond clothes. Accessories is another area that showcases Swedish style –think how often you notice Swedish bags and backpacks all over the world!

• Fjällräven is the most obvious example of a successful Swedish fashion brand here, but the likes of Sandqvist, who specialise in stylish, durable products made from recycled and environmentally friendly materials, are growing in visibility too.
• Little Liffner are best known for their bags, but they also produce stylish jewellery in their growing range. All leathers are by-products of the meat industry and all their products are a timeless combination of contemporary Scandinavian design and traditional Italian craftmanship.
• Bag and shoemakers ATP Atelier focus on vegetable-tanned vacchetta leather and their USP is that no two products are exactly the same, because they are all hand made. With a sustainable mindset, ATP Atelier describe their mission as changing the concept of luxury from redundant to smart.
• Named after its original collection of ballet flats, high-end shoemaker Flattered was launched in Stockholm in 2013 with an ethos of making luxury items for smart, independent, and conscious women. Initially focused on footwear, its range now comprises accessories such as bags and belts, with all products handmade.
• Eytys (pronounced “80s”), was founded in 2013 initially with the intention of breaking new ground in sneakers design, something they have perfected with their reinterpretation of shoe sole proportions. The collection has since grown into denim and more for both sexes.
• Using leather as a by-product of the meat industry and materials such as recycled polyester and wool, Axel Arigato has forged a reputation for blending Japanese and Swedish design, along with an innovative drop schedule.
• Still on footwear, Docksta’s roots stretch back to 1923 and today are one of few remaining shoemakers in Sweden. The current owners apply many of the time-honoured local-focus principles to their developing operation and factory shop which has become a sightseeing destination in its own right for visitors to the High Coast region.

So if you’re looking for a memento you know will last, why not pick up a piece of sustainable, Swedish fashion on your visit? You can be happy in the knowledge that whatever you choose, it will have been well designed and made to last. Not forgetting the admiring glances from those appreciative of your impeccable sense of style.