I find that in Sweden there is a culture of “being the best,” which is not meant to be elitist but instead focuses on quality. From a fashion and design point of view, this often translates into brands – H&M and Ikea aside – not wanting to necessarily be the biggest or most profitable, but simply being the best at what they do. Read more » >>
Monthly archives: November 2011
Swedish fashion may be “trendy” at the moment, but I would hesitate to call it “trend-lead,” at least in the traditional high-fashion sense. Let me explain: while most magazines often advocate certain trends in the form of items of clothing (this season: Polonecks! Pencil skirts! Posh parkas!) or themes (Fetish! 60s! 40s!), chances are you won’t be able to discern them amongst Swedes. Why? Because they tend to come up with their own locally accepted trends. Read more » >>
Although it’s apparently been unseasonably warm for November, with the clocks turning back last week and the country plunged into darkness by 4 p.m. (for the time being) winter is nigh. Like you didn’t already know, but sub-sub-sub-zero temperatures, Arctic winds, metres of snow and tonnes of nasty brown grit depressingly await us. Hoo…ray.
I trust, however, that I’m not the only one who also dreads winter in Sweden for its exceptional sartorial challenges. For example:
- How does one stay stylish at -20˚C when you abhor down jackets?
- Gloves or mittens?
- How do you avoid “hat head”?
- Can giant insulated boots really be the only option? Read more » >>
It’s no secret that Swedes enjoy a very high standard of living. They are often held up as examples of well-educated, well-adjusted and insanely healthy people, and as a result local brands are eager to tap into this notion in order to sell the “Swedish-ness” of their products. In other words, they are selling the lifestyle of Swedes. Read more » >>