Nordic by nature? These brands certainly wear their heritage with pride. Scandinavian fashion takes on different faces, from eccentric runway looks to légère summer frocks and geeky streetwear.
Wood Wood is not a pretentious label and that’s probably what keeps bringing me back to its fashion and lifestyle products. Founded in 2002 in Copenhagen, the weird anti-look has been key to their design since the beginning and is why their fan base is so loyal. The combination of brilliant graphics and an untouchable portion of attitude stems from their roots in the 90s graffiti and streetwear scene, mixing high fashion and sportswear since back in the day. The moral of the story? If you keep designing with heart and originality you can end up collaborating with over 50 brands ranging from Nike to Lego.
Hopefully they will keep their playful graphic profile with witty juxtapositions and iconography. My worn-out, faded “Beach Boys don’t cry” T-shirt has been a trusted friend for years.
Back when jeans still needed to be from a specific designer, this label hit one out of the ballpark with the famous red stitching. Thankfully when that trend subsided the success of Acne Studios was already underway. Jonny Johansson, the brain behind the brand, never wanted to be a fashion designer and is now selling in 66 countries without ever having done an advertising campaign. Each piece feels utterly normal and extraordinary at the same time, a paradox in itself, a little unsettling and a look that has kept the brand going strong since 1996. Acne Studios and its team tinker with our fashion perception, with a look that is certainly “now” but never trendy, entirely common within the oblong world it inhabits. Essential coolness.
House of Dagmar
Three Swedish sisters founded this fashion brand in honor of their late grandmother’s memory. They set themselves apart by specializing in knitwear with architectural and geometrical designs. The patterns are intricate and the designs form fitting, keeping the look airy and modern. Their approach to Scandinavian minimalism is apparent in each collection and their “expressive” knitwear is something unique in any contemporary wardrobe. To Karin Söderlind, Kristina Tjäder and Sofia Wallenstam: Alla goda ting är tre.