I’ve been meaning to do these country spotlights for a while, and maybe I had a bit too much time to myself last night that I decided to go on a photoshopping spree, and tackily create a mix of my favourite things about Swedish fashion. While there’s much to say about their neighbours such as the Norwegians or the Danish, I wanted to focus my love on the ultra-cool Swedish who have brought us a perfect blend of cool and high street mixed together.
Acne (Acne Studios) - the notoriously cool brand with a true love for the colour blue. Containing the staple shades of blues, greys and blacks which can be found in any man’s wardrobe, the brand which originally saw a niche in the jeans market has grown to become an accessible, powerful and very trendy brand. Their quality comes in the form of accessories; knitwear; coats; bags; shoes; shirts - with the safe yet standard slim cuts, and oversize pieces for those looking to try something new. If you’re looking to invest into some pieces from Acne, I’d strongly recommend either their shirts, or their ROC jeans, which have a mid rise (they sit just above the waist).
I previously mentioned Stutterheim, the raincoat brand which exhibits both quality in design and style. While I wouldn’t say it would be fair to say the Swedish are the only country who has designed solid raincoats, it’s definitely worth mentioning however that they do have some contenders for the top spots. It could be down to the fact that Scandinavians often brave conditions that we rarely face in the UK; parts of Norway are said to be practically encompassed in darkness. Such conditions, with particular mention to the cold, are all taken into consideration with their coats, which are built with a thickness to keep you very warm through the winter nights. The Elvine x Grundens collaboration resulted in fashionable rain jackets which were 100% waterproof and 100% windproof, and like their competitiors Stutterheim, they also come in a variety of colours, each with their own waterproof pockets. With the rain that’s been hitting the UK the past few days, it might be wise to consider investing.
And that which needs little to no introduction is the H&M family. What people don’t often realise is how big this family actually is. It may seem it’s just H&M in the spotlight; but actually H&M also looks after highstreet favourites Cheap Monday, COS and more recently, & Other Stories, as well as various others. I’ve always loved the slim fitting jeans from Cheap Monday, and if i’m ever looking for the classy and chic COS is one of the first brands I turn to. The Swedish powerhouse which positions itself comfortable in the top 3 global clothing retailers (next to Inditex [better known as the ZARA family] and GAP) has truly taken the UK market by storm, providing essentials which cover nearly every spectrum of the market. While I rarely find myself in H&M these days due to awkward fits, their collaborations have allowed individuals to access pieces that they would struggle to purchase. It does however remain a good place for basics, with the occassional gem providing you have the patience. & Other Stories, the newest edition in the UK, unfortunately only provides womenswear. Impeccable visual merchandising and quality clothing with designs not often found in sister brands, has resulted in booming popularity and fame within the womenswear highstreet scene. If guys do fancy walking in, they do have some great rings which can easily be pulled off as unisex.
With much more to say about the Swedish fashion scene, I really just wanted to cover some of the brands that are weaving their way into the UK market; oozing a cool confidence.
- Mr. Boy