Top fashion brands in Sweden


Hennes and Mauritz is a hugely popular global fashion retail brand that has been hitting the headlines over the past few years with its special collections from luminaries such as Madonna, Jimmy Choo and Roberto Cavalli (none of whom are Swedish of course). But ‘H&M’, as most shoppers on the high streets of the world know it, is as Swedish as Abba and the smorgasbord.
So why is it that Swedish companies are so good at retailing (note Ikea, the furniture giant) and in the world of fashion brands who should you be looking out for when you visit Sweden. With Sweden’s track record of globalizing its ideas and products, some of Sweden’s home grown fashion labels mentioned in this article might be appearing at a high street near you. But why wait? Come to Sweden and see them on their home turf.

The future of Swedish fashion

It doesn’t have a store on Fifth Avenue and it doesn’t repair shoes, but Fifth Avenue Shoe Repair does do fashion design and has a store at Mäster Samuelsgatan 2 in Stockholm. Minimalism, clean lines and a dedication to traditional tailoring mark out FASR, who are actually fashion design duo Astrid Olsson and Lee Cotter.

Filippa K meanwhile is an established men and womenswear fashion brand with multiple own boutiques and franchise stores in Sweden and around Europe. The clothes and accessories ‘combine timeless simplicity with contemporary edge’ according to Filippa Knutsson (Filippa K) and the brand is for ‘urbanites’. If you’re an urbanite, then this brand is for you.

A Swedish fashion brand that already sells in 38 countries around the world is Odd Molly. This fashion house recently opened a flagship store in Stockholm and apparently more ‘brand extending’ goodies are on the way, including a cosmetics range and a menswear range. ‘Love, courage and integrity’ is the message behind this brand.

Björn Borg, ‘man of few words’ Swede ruled the game of tennis for what seemed like an eternity back in the 1970s and 1980s. He’s famous also for being the first tennis star/celebrity to see his name appear literally on a range of men’s underwear. Now it appears on a range of men and women’s fashion range and you can catch it at the flagship store in Stockholm.

Continuing the sporting theme, J. Lindeberg, is a Swedish fashion and sportswear brand that became and still is famous for its cool golf gear with Swedish golfer Jesper Parnevik resplendent in its togs on the golf courses of the world. It also does skiwear and men and women’s fashions and can be found in 25 countries around the world. And in Stockholm.

Acne started as a creative collective in Stockholm in 1996 and produced one hundred pairs of its own-design jeans that it gave to family and friends. It has been picking up design awards in Sweden ever since and its range of fashions for both sexes are now sold from its multiple stores, mainly in Europe and one in New York. It also has two stores in Stockholm and one in Gothenburg.

Cheap Monday is the fashion brand with a skull logotype on its jeans and clothes. From its humble beginnings back in 2004 the brand is now sold from stores in 30 countries and the company just opened its first store in Copenhagen. But don’t worry, it’s a thoroughly Swedish brand selling inexpensive, high quality jeans and

Swedish fashion brand Whyred takes its design lead and inspiration from the music and art scenes and the iconic style of the 1960s. Its collections can be found at its flagship store at Mäster Samuelsgatan 5 in Stockholm and in its own stores in Gothenburg and Malmö.

Minimarket, a Swedish design label for the ladies, made quite a splash at the ‘Opening Ceremony’, in Manhattan with their debt line of voluminous outerwear. Label design trio, Sofie Elvestedt and twin sisters Jennifer and Pernilla Elvestedt have a new line out called ‘Mini for many’ at shops in Stockholm and around Europe.


3 Responses to “Top fashion brands in Sweden”

  1. mens underwear that is polyester based is the stuff i love to wear, polyester does not stain that much compared to cotton *”:

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