Swedish Fashion – Our Top Picks

SWEDISH FASHION – OUR TOP PICKSSpecial  Theme:

Photo: AAJIYA Photo: AAJIYA

Style and sustenance

The Swedish Fashion Council sits at the forefront of change, guiding the global fashion industry as it enters a new era. Sustainability is no longer just a trendy cape to sport for spring, but is becoming fundamental for brands to earn respect and ensure long-lasting success. And leading the way is Swedish fashion.

By Emma Rodin

The Swedish Fashion Council strives to promote, educate and innovate within the Swedish fashion industry in order for it to become competitive. Established in 1979, the council leads research projects, provides industry reports and supports the next generation of fashion leaders through its incubation programme known as Swedish Fashion Talents.

When the organisation was born, the industry need was for it to provide a global overview and report upcoming trends, as well as to supply a platform on which to showcase Swedish fashion. However, this need has changed in line with the industry’s natural growth. “As the industry has evolved over the years, including digitalisation, we’ve had to shift focus within the organisation in order to keep up,” explains Jennie Rosén, CEO of the Swedish Fashion Council. “Today, it’s our visionary and creative actions along with a strong community that make us a defining contributor to the overall industry shift.”

As mentioned above, the Swedish Fashion Industry is based on three main pillars and works to promote, educate and innovate. Combined, these contribute to the council’s vision of guiding the fashion industry into a new era and positioning Swedish fashion as something to look up to.

Proud to promote The main thing to highlight under the organisation’s ‘promote’ umbrella is Swedish Fashion Talents. This is an incubator programme created to support newcomers on the Swedish fashion scene and

Jennie Rosén.

provide them with guidance, making them fit for the future. “We see new emerging designers entering the market with a new agenda connected to sustainability, ecologically as well as socially and economically. This is at the core of the brands’ foundations, rather than just something that has been applied on top,” says Rosén.

The programme itself was reconstructed and relaunched back in 2018 and saw the start of the collaboration with Rave Review. The brand is dedicated to upcycling and was back then completely new on the scene. Fast-forward to today and Rave Review is seen as a pioneer within upcycling, not only nationally but on an international level.

The incubator programme is based on the ‘scaling up’ method and has, since the start, recruited 12 highly talented brands. Apart from Rave Review, these include HODAKOVA, AAJIYA, Selam Fessahaye, Jade Cropper and Popswap, among others.

Dedicated to educate The Swedish Fashion Council is also an educator, providing the industry with a range of research reports. The purpose? To increase the knowledge around Swedish fashion, but also to cement it as an industry fit for the future. The most recent one released by the council is a sub report called Fashion Transformations. Presenting relevant industry statistics, the sub report also acts as an introduction to a report series set to launch later in 2022. “This series will provide a holistic perspective and be the first one to document and highlight the transformation in the fashion industry,” Rosén explains.

Inspired to innovate The third and final pillar of the Swedish Fashion Council is to innovate, and it does this by initiating and running several research projects. “Sweden is strong when it comes to innovation, and we see it as our responsibility to administer and grow in the role of global leaders within textile and fashion innovation,” says Rosén.

A good example is Challenge the Fabric, a collaborative project initiated by Ekman Group and organised by the Swedish Fashion Council. The idea of bringing together actors from the entire value chain to help shine a light on cellulose fibres proved very successful. Design talent from all over the world got to create pieces based on cellulose fibres and showcase them at London Fashion Week back in 2018. It gave them worldwide recognition, and the idea itself is still seen as ground-breaking. Later this year, Challenge the Fabric will return with a symposium at the Institut Suédios in Paris.

The future of fashion The fashion industry is facing huge change, with the elephant in the room being mass production of clothes. The best solution to fight this is to review existing business models and produce less – something that is perhaps easier said than done, but the Swedish Fashion Council is here to help.

“We’re in constant conversations with decision makers, making sure they have reports to help increase knowledge within the industry. This also helps brands to make decisions in line with the bigger industry shift,” explains Rosén. “There’s still a lot to be done, but the important thing is that we’re on the right track.”

Web: www.swedishfashioncouncil.se Instagram: @swedishfashioncouncil

Photo: HODAKOVA Photo: Rave Review

Rodebjer’s S/S22 collection is available in stores now.

Grounded in green

Dressing the modern woman on the move, Rodebjer has had a place on the international fashion scene for more than two decades – not only thanks to stunning yet functional designs, but also because of the brand’s strong sustainability values.

By Emma Rodin | Photos: Rodebjer

Borrowing its name from founder and creative director Carin Rodebjer, the award-winning fashion brand Rodebjer creates pieces with wit, heart and conscience. Comfortable garments such as slouchy suits, draped kaftans and iconic prints are part of the brand’s signature look, all respectfully designed with the modern woman’s day-to-day life in mind.

Growing up on the barren Swedish island of Gotland, Carin Rodebjer was brought up to respect the nature and animals around her. She learnt the value of responsibility and resourcefulness from an early age, and eventually brought these beliefs through to Rodebjer as well.

Indeed, sustainability is a core element of Rodebjer and a pillar of the brand’s sustainability strategy. Rodebjer has committed itself to fostering mindful consumption habits, presenting collections that are lasting in both quality and style. The S/S22 collection is over 60 per cent consciously produced, featuring sustainable fabrics such as organic cotton, sustainable viscose and recycled leather, which align with the brand’s ambition for a more sustainable path within fashion.

“We consider our efforts each step of the way, from focusing on European production locations and limiting our means of transport, to our brand packaging and using surplus and leftover fabrics in current and upcoming collections. However, we remain highly aware that sustainability improvement is an ongoing process that is never finished. Each and every part of the value chain is important and all steps, small to big, have an impact on our planet,” explains Carin Rodebjer.

Ambition aside, it’s fair to say that Rodebjer, in focusing its collections on long-lasting quality and style, is already a great inspiration for other brands in the industry. That includes the new S/S22 collection, which is now available online and in Rodebjer stores. It can also be spotted in top department stores and key boutiques in over 20 countries globally.

Web: www.rodebjer.com Instagram: @rodebjerofficial

Sporty and elegant, with a purpose. Be the change. Wear a watch made of recycled ocean plastic.

You’re in time for a revolution

Change is usually a good thing. It’s actually essential, if you ask the Swedish watchmaker TRIWA. Since their launch in the middle of the financial crisis in 2008, with a ‘Recession Proof’ watch, TRIWA has been clocking up success after success.

By John Sempill | Photos: TRIWA

In the age of technology and smartphones, the classic watch as we know it arguably became redundant. “When we started out, we realised that the watch as a product had sort of lost its appeal,” says co-founder Ludvig Scheja. “It was typically connected to status and tradition.”

A ‘Recession Proof’ watch, basically “an affordable Rolex in plastic”, got the brand going at the end of the noughties. Since then, they’ve continued to reinvent the business, managing to turn it into something with a deeper meaning. On the one hand, they’ve been able to stick out on a scene packed with watchmakers left, right and centre. And on the other hand – pardon the pun – they’ve managed to bring awareness to global crises such as ocean pollution and illegal gun use.

Return to change After a few years in the traditional watch market in the early tens, the company regrouped and returned to its core. After all, TRIWA is an abbreviation of Transforming the Industry of Watches. This led to the launch of their vision, Time for Change.

“We felt that we weren’t being as ‘transformative’ as previously; we had almost become a dime a dozen with the rest,” recalls Scheja. “This led to Time for Peace in 2018, with watches made of recycled illegal firearms. Time for Change is our vision for a watch that is a ‘value bearer’ for change, for a better world.”

The subcategory Time for Peace was a huge success. Timepieces made of Humanium Metal – metal from destroyed and illegal weapons – proved that a watch can be more than just an accessory.

The success from that led to Time for Oceans – the first watch made of recycled ocean plastic. With 150 million tonnes of plastic in our oceans, you’d wonder why no one has thought of this before. It is, without a doubt, Time for Change. And there’s time for more. TRIWA’s latest collection, Time for Solar, offers solar-powered timekeeping – yet another way to revolutionise the business and create a product that tells more than just time. And later this year, they’ll be launching their next collection. What it’s about is still a secret, although Ludwig Scheja will tell us this much: “It’s Time for Power.”

Time for Oceans is the world’s first collection of watches made of recycled ocean plastic.

It’s all about the details.

Web: www.triwa.com Facebook: triwaofficial Instagram: @triwa

Timeless and Scandinavian in a sustainable fashion

Dynamic, responsible and honest, with a strong ethos – to provide a positive change to the fashion industry in impeccable style. Flattered is the shoe and bag brand that was founded on the simple idea of creating comfortable indoor ballerina shoes, in time growing into a worldwide brand providing timeless fashion, sustainably wrapped.

By Nina Bressler | Photos: Flattered

Founded in Sweden, quintessentially Scandinavian and with a French touch – meet Flattered, the shoe and bag brand that has gone from creating comfortable indoor ballerina shoes to becoming a global force providing hand-crafted, high-quality leather shoes and bags in multiple styles to a conscious audience, always on the lookout for the best on the market to wear.

Birth and rebirth The brand was launched in 2013 with a firm focus: to increase the then limited choices of comfortable and stylish indoor ballerina shoes for women. Founders Hanna and Gustav Lidén noticed an opportunity while scouting the market and not finding any appetising options: “There was definitely an untapped market opportunity – the only indoor option for women was bulky woollen slippers. We decided to create something on our own, starting the company as a parttime venture while continuing to work full-time in our regular jobs. Evenings, weekends and any spare moment went towards developing our ideas, and despite being stressful at times, it gave us a great advantage: we could think longterm instead of chasing quick returns,” says Gustav Lidén.

Hard work paid off: one of the most prestigious department stores in Sweden, NK, made a big order shortly after launch, and major department stores

around the globe shortly followed suit. The brand quickly started to gain positive traction and the shoe collection grew incrementally. 2017 is known as the year when the company found its true identity, with the help of newly appointed creative director, Anna Johansson. “2017 was the birth of Flattered’s true persona – who we are, our vision and our communication. Flattered has always been a genuine and warm brand, but with the help of Anna and her indepth experience in the design and fashion industry, this became a distinct part of our branding,” says Lidén. Along with a sharpened persona, their shoe and bag collection was extended even further – Flattered 2.0 was born.

Love made to last Flattered has quickly risen to become one of the main players on the international market for hand-crafted quality shoes. Their global reach is down to an early decision to focus on their digital presence rather than opening a multitude of physical shops, and using their retailers as a way to connect with customers on the ground. “The shoe business can be a traditional market to break into, but we have managed to pave our path by thinking differently and creating a strong brand that our audience easily identifies with. Our customer is a strong, modern woman who is aware, awake and knows what she wants. She believes that fashion is more than something to be worn and disposed of after one season – she knows that true

Anna Johansson and Gustav Lidén.

quality means something better,” says Johansson.

Sustainability is not a word thrown around lightly to score points – sustainability has been an integral part of the business from day one. The shoes and bags are made in Portugal, Spain and Italy, reducing the transport distance and enabling tailored orders with a lower risk of waste. All products are made with certified leather, using the best practices to reduce energy use and greenhouse gas emissions, and in addition to packaging being specifically designed to match the product in order to cut shipment volumes, all plastic used for this purpose is set to be phased out by the end of 2022. “All decisions are conscious decisions, made for an outstanding, long-lasting product. Shoes and bags are made by hand, crafted with meticulous attention to detail to maintain the highest degree of quality and authenticity – aspects that would normally increase the price tag substantially, but thanks to our digital development, we can keep them lower than those competitors selling products made in similar ways,” says Lidén.

A reliable companion “Flattered is about luxury in a nontraditional way, a subversion from the old perception of what luxury should entail. It’s the ability to buy a product that is timeless and sustainable, an item that will stay with you for a long time without losing its appeal. For us, for our customers, that’s abundance in a modern way,” says Johansson, and adds: “Taking pride in what you do and what you wear is more than fashion; it’s also a mindset. By encouraging our customers to take care of their shoes, we’re aiming to shape a new wave of sustainable design, where buying a new product means something more than just a seasonal item – it’s about investing in a companion that will keep you comfortable and confident for years.”

Simply put, it’s about timeless style, at its best.

Web: www.flattered.com Instagram: @flattered Pinterest: Flattered

Pushing the boundaries of shirt-making

The white shirt is one of the most iconic garments in menswear. Eton’s classic and versatile shirts are suitable for any occasion, from casual button-down Sundays to formal business meetings, empowering the modern man with style and personality.

By Malin Norman | Photos: Eton Shirts

With nearly 100 years in business, Eton has a long heritage in premium shirt-making. This global brand still keeps modern luxury at its core, and the high level of quality is the result of dedication, time and expertise. Trends come and go, but some designs remain the very definition of style, like the Eton shirts.

“The white shirt is the garment worn most often by men. It’s our core product,” says Sebastian Dollinger, creative director. “What’s interesting is that since society has opened up again after lockdown, there’s an increased demand for more formal clothing. When wearing an elegant shirt with a great cut, you walk taller and feel more stylish. It seems like a lot of people have been missing that.”

Best-in-class Signature Twill The design can be described as Swedish craftmanship and functionality mixed with an Italian sense of flair. Eton’s bestseller is Signature Twill, which has been perfected over several decades with small tweaks to the design and more sustainable materials. This is a classic, versatile shirt with a flattering shape, and it is crease-free for a sharp look.

The devil is in the detail, and Eton creates its shirts together with some of the most highly skilled craftspeople in Europe. Weaving is a key step in the making of a high-quality shirt and achieving an end product that looks and feels amazing.

Eton has a wide range of timeless wardrobe essentials for any occasion, from business meetings to casual holiday wear and formal evening events. And there is a variety of matching accessories such as ties, scarves, caps and hats. A few times a year, the brand complements the range with seasonal drops, such as this autumn’s collection From Bright to Night.

From a kitchen table to the world Eton saw the light of day in the village of Gånghester, close to the textile hub of Borås, in 1928. It all began at Annie Pettersson’s kitchen table, where she made garments for friends and neighbours. Soon, she outgrew her kitchen

and founded Syfabriken Special with her husband David. On a search for quality fabrics in 1948, the founders’ sons Rune and Arne passed through the town of Eton in the UK. Inspired by the welldressed young men there, they created a new kind of shirt. ‘The Eton shirt’ became a success, and in 1950, the company changed its name to Eton.

In 1992, Eton pioneered the world’s first crease-resistant cotton shirt together with Swiss experts. Today, the brand is a world-leader and known for perfectly sharp shirts and stylish worn-in looks. “Never hand over a shirt until you are completely satisfied with it,” said founder Annie Pettersson, and this is still true today.

“When you work with the same product for such a long time, you will get really good at it,” says Dollinger. “Our secret is continuity in product development. Every year, we make small improvements and refine our products further to make them even better.”

Everything from fabric to buttons, seams and collars is made with careful consideration. “Most important for us is that our products last as long as possible,” Dollinger concludes. “We are looking carefully at the environmental impact and are committed to using only organic or recycled cotton by 2025. Our goal is to be climate neutral by 2035 and we’re constantly improving – we’re not just talking the talk, we’re walking the walk.”

Sebastian Dollinger, creative director. Photo: Aron Pelcman Web: www.etonshirts.com Facebook: etonshirts Instagram: @etonshirts

Eton reaches customers in 50 markets worldwide, through its own official online store, brand stores in New York, London, Stockholm, Malmö, Copenhagen and Frankfurt, as well as some of the world’s most prestigious stores, including Harrods, Saks Fifth Avenue, Le Bon Marché, and KaDeWe. Next for Eton is expansion in Asia with a high demand for its products in Japan and South Korea, for example.

Sustainable fashion to empower women

Carry the future

Mixing Scandinavian style and Parisian confidence, Aéryne is empowering women through sustainable fashion.

Classic and contemporary are two words largely considered opposites. However, Steele & Borough makes it look like they were always meant to join up. A maker of vegan bags with a timeless look, this brand shows how to carry the future – quite literally.

By Malin Norman | Photos: Aéryne

Aéryne is a sustainable, affordable fashion brand from Scandinavia. The vision is to create wardrobe essentials with a twist, focusing on sustainability and affordable prices, as a tool to empower women. The design is contemporary and edgy, inspired by the effortless simplicity of Scandinavian style and the confident individualism of Paris.

The brand was first set up in 2015, and two years ago it became part of Seezona, a digital marketplace for emerging luxury designers. “Aéryne’s values of sustainability and female empowerment resonated with our values at Seezona and we are committed to supporting new and upcoming designers, so it was a perfect match,” says Anna-Carina Helander, CEO of Seezona.

Steele & Borough was created by Catherine Nilson and Niklas Bandobranski. Nilson ran a fashion distribution firm when she noticed a gap in the market for an innovative, long-lasting, vegan product. She re-kindled with childhood friend and industry designer Bandobranski, and together the pair set out to create something to fill the gap.

“We knew from the start that we wanted our products to be 100 per cent vegan. Not only for reasons relating to the treatment of animals, but also because of the material’s amazing properties, like being lightweight and water repellent,” explains Nilson. “It felt exciting to combine a classic look with vegan

Thanks to Aéryne Academy, the brand contributes to the education of the next generation of women. From every purchase, five per cent is donated to a partner school in Mumbai, where girls can attend school in a safe environment. “Aéryne empowers women by giving back to society,” confirms Helander. “We believe in sisterhood, that empowered women empower other women in return, and that education is the key to independence and an equal society.” The brand also engages with its community on key topics around womanhood and shared experiences.

Rather than just two-or-so seasonal collections per year, Aéryne releases small capsule collections more regularly with limited quantities. The spring 2022 collection, Sous le Ciel Bleu, is available

properties, and creating something fit for the future,” she adds.

After years of testing materials, shapes and functionality, the brand’s collection now holds six different models that are made to last. ‘The Weekenderbag’ is a bestseller with its clean look, handy size and beautiful detail, which is a trademark in selected stores and online now, and the summer collection will be released in May. Aéryne will also be available at NK Stockholm in April, as a part of Seezona’s new boutique.

for each Steele & Borough product. More designs will follow, but they won’t be rushed. Less is more – and couldn’t we all do with a little bit less?

Vision aside, changing people’s understanding of what a non-leather bag can be in terms of quality and aesthetics has proved tricky. “Many have preconceptions and wouldn’t class a vegan bag as a ‘luxury’ item. We’re here to change that, and already have,” concludes Bandobranski.

Web: www.aeryne.com Facebook: aeryneparis Instagram: @aeryne_paris

By Emma Rodin | Photos: Steele & Borough

Web: www.steeleborough.com Instagram: @steeleboroughs

Vegan bags, fit for the future.

A look at Vagabond’s S/S22 collection.

For every walk of life

To say that Vagabond Shoemakers is only a shoemaker would be a lie. There’s a whole lot more to this well-respected brand, with quality at heart and a genuine love of creating. You could even say that Vagabond shoes are craftsmanship in its purest form, and it wouldn’t be a lie.

By Emma Rodin | Photos: Vagabond Shoemakers

Founded in 1993, this global shoe brand prides itself on making long-lasting, niceto-look-at and comfortable footwear. Classic yet forward-leaning and contemporary styles and patterns are always opted for, bringing customers products that can support a personal style over time.

“Our shoes are made to be functional as well as stylish, to encourage a long lease of life. That’s why we wouldn’t make high stiletto heels, for instance,” explains co-founder Marie Nilsson Peterzén. The brand even encourages customers to think twice before purchasing a product –not only from Vagabond, but in general. “The best thing we can do for our planet is to buy less and use what we buy more. We talk about the saying ‘only buy what you really love’ as our guiding star,” says Nilsson Peterzén. Indeed, sustainability sits at the core of the business and manifests itself in each corner of the brand. Everything from big ideas to small design details is done at Vagabond’s headquarters in Varberg, Sweden. For each Vagabond shoe model, a first prototype has always been created in Varberg. In other words, a tonne of work goes into making each shoe, with hours spent on locking down that perfect fit, look and feel.

When it comes to production, Vagabond works closely with a few factories and tanneries in Vietnam. These must all hold the correct certifications to exclude the use of certain chemicals and toxins, as well as follow Vagabond’s code of conduct. “We work closely with our suppliers to make sure that everything is done according to our standards. We believe in complete transparency and are proud to control the entire production chain, from sourcing leather from Leather Working Groupcertified tanneries, to printing the logo on the finished shoe,” says Nilsson Peterzén.

In the future, Vagabond aims to have more concept stores in Europe and to collaborate with like-minded brands to host popup stores and other events. When asked to describe Vagabond with only three words, Peterzén Nilsson chooses inclusive, perceptive and independent. Pretending three means four, let’s add inspirational to that trio.

Web: www.vagabond.com Instagram: @vagabondshoemakers

Seriously comfortable, jovially worn –in a sustainable fashion

Understatement is the lingerie company where inclusivity, comfort and beauty go hand in hand with a sustainable delivery. A modern company founded in Sweden, made for modern women around the globe, its design is wholly focused on helping to unleash the intrinsic glow residing inside, regardless of size, shape or form.

By Nina Bressler | Photos: Understatement

The company was founded by Maria Lager and Marie Stolt, who wanted to create sexy underwear made by women for all women, with a comfortable twist. “We want to de-dramatise the female body, while at the same time giving our women space to feel sexy on their own terms. All our collections are a celebration of femininity and based on the belief that every body is unique and beautiful,” says Lager.

With no previous design experience, the company was a leap into the unknown carried by the founders’ strong desire to make a difference in the lingerie business. Comfort is key: their bras come without underwires and padding to increase comfort and avoid chafing. All the collections are made in Europe, mainly in Latvia, Estonia and Turkey, in facilities led by women. Conscious production using mainly recycled materials such as ocean plastic, and minimising packaging, are both high on Understatement’s agenda. “We don’t have a huge collection with lots of different models, but we’re rather focusing on extending and perfecting the models we know our customers appreciate. They’re all about empowering the body – to make the wearer feel comfortable in their own skin, from the first layer,” says Stolt.

Women’s health and wellbeing imbue all decisions the company makes. Driven by these values and a strong sense of community with their customers, all campaigns, collaborations and charities are chosen to promote and push women forward. Every year, they support and help raise money for breast cancer research, and last year they designed a prosthetic bralette for women who’ve recovered from the disease. “We’re simply aiming to become the best at what we’re doing all the time, to help create a profound appreciation of your body – whatever size or shape that may be. We’ve launched loungewear and swimwear in addition to our original collections, but we’ll never lose sight of who we are and what we’re trying to achieve – inclusive and beautiful underwear made for everyone,” says Stolt.

Simply put, make a statement with Understatement through a comfortable expression of you, from the inside and out.

Web: www.shopunderstatement.com Instagram: @understatement_underwear

A step ahead with perfectly handcrafted shoes

Discover the refined feeling of handcrafted shoes from the fastest-growing footwear brand in Sweden. Myrqvist offers a range of timeless designs with a modern twist and an innovative touch from Scandinavia.

By Malin Norman | Photos: Myrqvist

Founded in 2016, Stockholm-based footwear brand Myrqvist is known for its welted, elegant yet practically designed shoes. “It’s not just about a stylish design; functionality is important too, and our shoes are made to last for many years,” says Robin Karlsson, CMO at Myrqvist.

The design team rediscovers classic models and applies an innovative mindset for a modern twist; for instance, by combining a more formal loafer with a sole typically used for trainers. Hence, you get the best of two worlds: the elegance in a loafer and the comfort in a casual trainer.

While the design ideas come to life in Stockholm, the shoes are handcrafted in Portugal mainly with the renowned Goodyear Welted construction, which makes shoes more durable and more water resistant, to ensure longevity. Myrqvist’s shoes are made to cope with the harsh Scandinavian climate, and most styles come with the option of a half-rubber sole. The winter shoes have an extra thick rubber sole for great grip on icy streets.

Unlike most footwear brands, Myrqvist handles the whole process independently, from sourcing the finest materials from the best tanneries in the world to overseeing the construction and finally selling the products to consumers, without involving retailers or agents. “By cutting out middlemen, we can avoid a retail mark-up and can sell our handcrafted shoes directly to consumers at an affordable price,” confirms Karlsson. “So you get premium quality without the additional cost.”

Named Sweden’s fastest-growing footwear brand in 2020, Myrqvist continues to move forward with yet more stylish additions to the line-up, including new seasonal models and a range of accessories to match. This spring, for the first time, Myrqvist is launching a sandal, which comes with a sole made from cork and a criss-cross construction in leather or suede.

The range of Myrqvist designs is available in the flagship store in Stockholm and online.

Web: www.myrqvist.com Facebook: Myrqvist Instagram: @myrqvist

Functional and long-lasting bags, inspired by Nordic landscapes

Sandqvist stands for high-quality designs and uncompromising functionality. The brand’s stylish bags are perfectly suited to the work commute as well as the outdoors.

By Malin Norman | Photos: Sandqvist

Founded in 2004, Sandqvist was initially an experimental design project by three childhood friends who grew up together in the small village of Glanshammar: brothers Anton and Daniel Sandqvist, and Sebastian Westin. They saw a lack of well-crafted, design-led, functional bags and decided to make their own.

The demand for stylish bags proved to be high, and the trio managed to expand its range of briefcases, computer bags and messenger bags on the market. In 2009, Sandqvist launched its first backpack, Roald, which became a huge success and is still one of the best-selling products.

“We challenge the role of functionality in design, without compromising on aesthetics,” says Sebastian Westin, creative director. “But our success has a lot to do with luck and timing, as well. When we started making bags in canvas and leather, it was what many people requested and gave us a lot of visibility. And when we launched the backpack, that was just when they had become trendy again.”

Nordic landscapes, movement and stillness Since the beginning, the inspiration has come from the vast Nordic landscapes, the wild rivers and deep forests, and this can be seen in colours, fabrics, quality and functionality. “We love spending time outdoors, and our bags should work equally well on a hike in the mountains and on the way to work in the big city,” smiles Westin. “Although most people use them as everyday bags, on the commute to work, when meeting friends at a restaurant and so on, the inspiration comes from nature.”

Sandqvist looks at Nordic landscapes but also at movement and stillness. ‘Movement’, Westin explains, means physically moving around – but also being a conscious person, aware of the environment. ‘Stillness’ refers to the contrast to movement, to take a break and have a ‘fika’. “We strongly believe that people need both things in life – movement and stillness – and these are our main pillars together with inspiration from Nordic landscapes.”

Core values and sustainability focus In the creative process, the team is driven by five core values: Scandinavian design, comfort and functionality, responsibility, inclusivity, and quality. “These values are embedded in everything we do and how we present ourselves,” argues Westin. “As entrepreneurs, we have a responsibility in how we conduct our business and for the people who work for us. We come from a small village in Sweden, and even though we have become a global company, in everything we do, from the choice of materials to how we shoot a campaign, we want to do good and have as little impact as possible on the planet.”

Since a few years back, the company has been a member of the Fair Wear Foundation. This independent organisation has high requirements and audits suppliers; for instance, it monitors workers’ rights, including fair salaries. Moreover, Sandqvist only uses leather from tanneries that are well-rated by the Leather Working Group, an organisation dedicated to environmentally friendly leather. The future in fusion, cabin and hiking Recently, Sandqvist released a small collection of running bags. Fusion Collection has been developed for people who are on the move and in need of a bag to suit their rhythm – a fusion between an everyday bag and a running bag, from work to workout. “These bags are super technical, with a pocket for a hydration pack to bring water, but also come with a laptop sleeve, a removable waist strap and adjustable shoulder straps,” says Westin. “They are modern and stylish, so you can bring them to a business meeting. This encompasses our beliefs, to have a great bag that works for many occasions.”

Impressively, Sandqvist has been listed by Runner’s World as one of the best running backpacks. Sandqvist Noa is considered best for run commuting, with the following motivation: “The ideal smarter-looking running pack that will not only transport all your essentials to work and back, including your laptop, but will also not look out of place when you’re changed into more formal business attire.”

The brand will continue to experiment with materials and expand its range with new products; for example, with the new collection Cabin Standard, a range of accessories such as caps and socks, plus a travel tumbler, bottle and cup, perfect for days in the outdoors. Also new is Hike Collection, with anything for outdoor adventures yet which works with an inner-city urban lifestyle.

Sandqvist has six stores in Europe, including in London, Berlin and Paris, and retailers in more than 30 markets around the world carry the products.

Web: www.sandqvist.com Facebook: Sandqvist.Bags Instagram: @sandqvistbags

Cissi Centerwall, founder.

Colourful clothing to spread happiness

In need of a splash of colour or a vibrant print to cheer you up? Cissi och Selma has a selection of colourful clothes that will bring life to your wardrobe.

By Malin Norman | Photos: Cissi och Selma

and patterns. The theme for the spring collection is Swedish summer, and a majority of the clothes have been made with organic cotton.

The brand has grown organically, little by little, and sustainability is at the core, explains Centerwall. “Our environment and commitment to sustainability are important to me. Both the design and the quality need to be good so that the clothes can live long and happy lives, season after season, with the same owner or perhaps multiple owners over the years.”

Set up in 2007 with a vision to bring more colour into women’s wardrobes, Cissi och Selma started off as a boutique with selected designs from other brands, and the first collection under its own name was eventually launched in 2013.

“I have always loved colourful fashion and retro dresses from the ‘50s, ‘60s and ‘70s, and I thought that others might like the same,” says Cissi Centerwall, founder. “Instead of following trends, I want to inspire women to wear more colour, to bring some happiness into their wardrobe and life, and for them to be seen.” This is still the inspiration for the design, as well as when selecting other brands for the boutique.

Cissi och Selma garments are both comfortable and stylish. They come in sizes XS-XXL and different cuts and lengths, so that everyone can find well-fitting clothes regardless of size and shape. At the outset, the focus was on dresses, which still make up the main part of the collection, but now you can also find skirts, tops, trousers and coats, as well as a children’s line, Cissi och Selma MINI.

The base collection consists of a number of designs but with different fabrics, and every season new colours and patterns are added. As the main variety is in the fabric, customers can buy their favourite model again but in new vibrant colours

The boutique is located on Bondegatan 12, Södermalm, in Stockholm. It carries the Cissi och Selma collection as well as selected clothing, shoes and accessories from other brands and designers. All designs are also available in the online shop.

Opening hours Weekdays: 11.30am to 6pm Saturdays: 11am to 5pm Sundays: Closed

Web: www.cissiochselma.se Facebook: cissiochselma Instagram: @cissiochselma

Purposeful fashion with a timeless twist

Wear & Smile is the clothing brand that intentionally does things a little differently. In an era of fast fashion, founder Marianna Berggren decided to take the opposite route, crafting clothes with meticulous attention to detail, while simultaneously creating a wholesome process benefiting the producers, customers and the planet all at once.

By Nina Bressler | Photos: Wear & Smile

Flexible fashion, what is that? Marianna Berggren, founder of Wear & Smile, eagerly explains: “I coined the term when I started my fashion brand and wanted to give my customers greater flexibility by allowing all my designs to be tailored according to individual preference. My clothes are produced on a small scale and rather than increasing the orders, which would potentially increase waste, I allow customers to make requests on existing clothes to fit their taste. Make arms shorter, extend dress length, change colour – we can do that, thanks to our close connection with the producers.”

Berggren started the company with a clear intent: to make beautiful, sensual and timeless fashion with truly sustainable methods. The high-quality, ecocertified fabrics are handpicked from family businesses in Italy, France and Denmark, all made using natural materials that also enable recycling and reuse on a greater scale. After a painstaking process of trying to source the right producer, she found the perfect seamstress facility in Riga, Latvia, a city with a rich textile history. The relatively short distance between production sites also benefits the brand’s sustainability goals.

“I care passionately about making a positive impact with my business. I take beauty seriously, and my company is a reflection of that. The things you consume, the clothes you put on – where do they come from, who made them for you? I believe in being part of a shift into conscious consumption, by providing clothes made by hand, of the highest quality, in timeless fashion with that little extra,” says Berggren.

Her clothes are sold online and in the beautiful showroom in Stockholm, with monthly streamed live shows showcasing new collections and explaining them in a personal way. So, without further ado, go ahead and rejoice in the perfectly guiltfree and trendy shopping alternative.

Web: www.wearandsmile.com Instagram: @wearusmile

Crease-proof fashion, tailored with a purpose

Marville Road is more than just a clothes brand; it’s a way of life, too. The Swedish company grew out of a longing for smart, stylish and comfortable clothes designed for women with a busy lifestyle. Founder Jenny Holmén noticed a gap in the market and decided to purposefully start building a brand, with the sole focus being to empower women all over the world through clever outfits and sleek design.

By Nina Bressler | Photos: Marville Road

While being a Swedish brand, Marville Road has strong roots in London, UK. The name was picked for a number of reasons: firstly, for being the street where Holmén lived on while embarking on her fashion journey; and secondly, for being the quintessential area of the people it’s inspired by – the hardworking women that embody female power at its finest.

“Before I started the company I was a lawyer who needed comfortable, feminine and smart work outfits that not only saved me time in the morning but also gave me a power boost. I didn’t have any design experience; I only knew what I was missing on the market, and Marville Road is my response, my contribution to help bring out the female power that resides inside,” says Holmén. The clothes are designed to save time and be comfortable while providing a feminine and timeless look. They are specifically designed for machine wash rather than dry cleaning, a factor that not only saves

Founder Jenny Holmén. money and time, but also limits the environmental impact. Sustainability is a core focal point in the company, and every garment is created to last.

“We see our clothes as Lego: you have a wardrobe consisting of various pieces, made to be matched together in different combinations, and when a new piece is being brought into the mix, it will fit seamlessly with the rest. It should be easy to feel powerful and to choose the outfit that matches that feeling,” says Holmén.

All clothes are crease-proof, which makes them ideal for long journeys, whether they’re packed inside a bag or part of the travelling outfit. So, while your shirt is getting increasingly creased in that airport seat of yours, think about heading to Marville Road and have fun building your capsule wardrobe with power pieces that are made to last.

Web: www.marvilleroad.com Instagram: @marvilleroad

A clothing brand dedicated to the female form

For Annette Branting, CEO and founder of Branting, fashion is not about trends. Instead, she believes that great clothes are made for the body, and that their purpose is to make you feel good as well as look beautiful.

By Hanna Andersson | Photos: Branting

“Fashion for me isn’t about following every trend to a T; it’s about enhancing your personality and your body in the best possible way,” Branting explains. Her inspiration comes from women’s bodies, and one of her favourite things to do is studying people while sitting in cafés and taking notes on how women’s clothes could be altered for the better.

“I get inspired by everything from eye colours to skirt lengths. I often observe what women are wearing and make alterations in my head of how the clothes would fit better. The clothes I design also have to be versatile. You should be able to dress your clothes up or down with just a few changes. This makes your wardrobe both easier to use and more sustainable.”

Love the clothes you wear For Branting, sustainability is always at the forefront of what she is doing. For example, she encourages her customers to come into the shop to try on the clothes before buying. “I don’t like the thought of people ordering their clothes online at all. You have to be able to see the clothes and the way they make you feel before you buy them. If you are not 100 per cent sure about an item, you are not supposed to buy it.”

She adds: “You should want to wear the clothes you buy over and over again. I always want my customers to come in and fall in love with the items before buying them.”

This method has been successful, and Branting’s customers keep coming back year after year. In fact, they come back for the same collections they did when the brand was created over 20 years ago. “My team has to pull me back sometimes,” Branting laughs. “I’m constantly on my way towards a new design or a new project, but they know that our customers will be disappointed if we don’t continue producing their favourite shirts, skirts and dresses. So, they’ll tell me, ‘We can make it in another colour, Annette’, and I kind of nod and see their point.”

You can shop Branting’s collections from retailers around Sweden, including the flagship store at Adelsgatan 4 in Visby, as well as on the website: www.branting.se

For more inspiration, follow Branting on Instagram: @branting_store

Comfortably sleek in premium quality

Innovation, functionality and quality are fundamental pillars for Swedish clothes brand Snoot. The company has had a very clear mission since the beginning: to provide the perfect outerwear shaped by the Nordic climate, and inspired by Italian design. While an exciting future lies ahead with new collections underway, their ambition will never slip: to pioneer functional fashion that lasts a lifetime.

By Nina Bressler | Photos: Snoot

Snoot was founded in 2009 by Peter Blom, also famous for founding the global brand Peak Performance. The brand’s first primary product was a functional, comfortable and technologically outstanding jacket released in a limited edition. After a successful launch, the clothing line was extended with softwear, shirts and hoodies for men, manufactured in Europe.

Current CEO and owner Erik Johansson took over in 2018, having admired the brand from a distance for a long time. “I shared a fundamental vision with the company, where we believe that an everyday jacket deserves a high level of functionality, comfort, quality and even technological expertise. Snoot embodies timeless elegance combined with supreme comfort –values I could easily get behind. They’re created for men and women who need smart wear to enable a smooth day, be it a busy work day or a lazy day at home,” says Johansson.

Timeless durability is a given throughout all Snoot’s collections, and jackets, hoodies, T-shirts and vests are created with a high level of versatility and sustainability to produce garments that will stand the test of time. Quality as well as unparalleled design are key to creating clothes made to last for years, while keeping their timeless appeal intact.

In addition to using fabrics of the highest quality, they’re also taking the lead in using recycled materials for many of their products. The company is gearing up for exciting things to come, with new collections along with extended women’s collections on the drawing board, set to be released during 2022. “We believe in innovation to progress everyday life: fashion should boost and enable you to do better, and that’s what Snoot is about. It’s classic design with a touch of Italian elegance, woven into a technologically outstanding product that provides a unique addition to the market,” says Johansson.

As things are levelling up, staying true to their DNA is vital. Maintaining their original idea while innovating to reach new heights is how Snoot continuously stays at the forefront of outerwear.

Web: www.snoot.se Facebook: Snoot Instagram: @snootofficial

The Shoelace Brand Stockholm:

By Hanna Andersson | Photos: The Shoelace Brand

Personalised shoelaces that bring out the best in your sneakers

Often, we find that our sneakers from last year still look good enough to wear for another season. However, trends change, and they might not be the right fit anymore. You can buy new shoes, but that would lead to the same situation the following year. Instead, the solution is to give your sneakers new life, every season.

The Shoelace Brand Stockholm doesn’t just provide you with a new pair of shoelaces; it is your way to stay on trend, without spending a fortune, and without buying new shoes every time something new is trending.

“Shoelaces can add that detail that changes an entire outfit,” says Jannike Arpi, founder and CEO of The Shoelace Brand. “They can match your favourite dress or dress up a pair of sneakers if you don’t want to wear heels.”

Shoelaces for every occasion The Shoelace Brand offers laces for every occasion and outfit. There’s everything from teddy laces and animal prints to silk laces, faux leather, and laces in reflex, providing statement pieces as well as everyday accessories.

“New shoelaces can really elevate your style, and it’s actually really hard to stop once you’ve started experimenting with them!” Jannike laughs. “You can change your laces with the seasons, or to match your mood. They also make the perfect gift for those who already have everything. And they’re of course for both men and women!”

Shoelaces might not be the first thing you think of when planning your outfit, but sometimes, they turn out to be the detail that matters the most.

Web: theshoelacebrand.com Instagram: @theshoelacebrand