Swedish fashion is often admired for its practicality, a quality linked to the country’s harsh climate and Lutheran background.
Famous names
H&M began in 1947 in Västerås, initially selling only women’s clothing. Acne Studios was founded in Stockholm in 1996 and grew early on through its denim, and it publishes a magazine called Acne Paper twice a year. J.Lindeberg, also founded in 1996, is known for golf and ski wear, while Whyred, founded in 1999, is known for its signature parka. Gudrun Sjödén is recognised for colourful clothing.
Stockholm Fashion Week
Stockholm Fashion Week began in 2005 and was held twice a year, with around thirty designers showing each season. It was cancelled in 2019 amid growing calls for sustainability, relaunched digitally in 2020 and returned as a physical event in 2022.
Outdoor style
Practical outdoor brands have also won fans: Fjällräven’s Kånken backpack became a streetwear hit in the early to mid 2010s.
Sources: Wikipedia: Swedish fashion.
For more style ideas, browse the shop.