Being a Swedish citizen and since a decade living in the US a frequent visitor to Stockholm, I clearly notice the differences in culture, fashion and other facets of both. From the moment my family and I land mostly in Stockholm’s main airport Arlanda, the Swedes eye for style is immediately noticeable and we take it all in with great enjoyment.
The main Swedish hubs for style and fashion trend distribution are the capital Stockholm of course and its southern city of Gothenburg. To tap into not only local and global commercial trends but also the micro trends underneath, their fashion houses carefully select the details of fabrics, embroidery, silhouettes, patterns and much more. Their track record and success rate is recognized in large parts of the the world.
Wondering around you’ll find sports- and streetwear combined with Swedish minimalism besides high quality classic, clean-cut, practical, durable and wearable fashion. Such clothing is displayed and sold in the many stores, malls and boutiques of Sweden’s cities and towns. Their residents for a large part religiously and consistently wear stylish, yet comfortable garments which protect them to the elements and are subtly down-to-earth.
The Scandinavian fashion houses also apply modern interpretations of the classics, mostly making them timeless and eccentric in an understated way. Such original Nordic designs are often presentable while desired by different groups and types of consumers. In general black is the favored color for coats, boots and jeans often combined with white and beige for an aesthetically pleasing contrast.
So that you can become aware and possibly find such fashion online or in retail near you, I give you a sum up with some of my background of some of the Swedish Fashion houses and brands:
High-street chain making its own smart boots, shoes and sandals.
Swedish fashion brand based in Stockholm, growing strong Internationally. Known for their line of graphic print
The brand is available in over 10 countries and have received several awards for both outstanding design and entrepreneurship.