7 new brands that shake up Swedish fashion

7 new brands that shake up Swedish fashion

Stockholm Fashion Week had a new twist for the fall/winter 2022-2022 season. The region’s cold climate inspired

scarves you want to wrap up in and great outerwear, some made from recycled materials. Here are the most fashion-forward

collections on display in Stockholm.


Photo: Courtesy of Ingy Stockholm

Filippa Knutsson, back at the brand she founded in 1993, set the tone with a stunning runway show of sleek classics,

presented on extraordinary mannequins in a design gallery. Totême and House of Dagmar also chose venues that connected

Scandinavian design with Swedish fashion. Another highlight of the week was the emerging designers’ shows, some of

which were presented as part of Swedish Fashion Talents, sponsored by the Swedish Fashion Council. It was during these

presentations that issues of gender, sustainability, and activism were most directly addressed. Per Götesson and Andreas

Danielsson (from PRLE) proposed poetic approaches to men’s fashion, the former playing with proportions and deconstruction,

and the latter with a bohemian vision of the 70s. At only 15 years old, Ingrid Berg presented a collection of painted

jeans for a DIY aesthetic that appeals to Generation Y; while the K-ourage team took a stand for inclusion and human

rights by having their creative and activist ambassadors walk the runway alongside the models. In another equally bold

move, Ingy Stockholm’s oversized earrings, shown at a show dedicated to accessories, were also spotted on one of the

many Norwegian bloggers in the audience. Rave Review, which uses only reclaimed materials, and Hi on Life, a brand

that supports traditional tailoring in Ghana where its pieces are made, focused on sustainability – an issue of growing

concern within the industry and among nature lovers Swedes. https://www.click4r.com/posts/g/4478280/nike-air-foamposite-one-copper-retro-2017 Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm


  • Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm
  • Brand : Rave Review
  • Designers: Josephine Bergqvist and Livia Schück
  • Date and place of creation : 2022, Stockholm
  • Look : Sewing from recycled materials

The two designers studied together at Beckmans School of Design and launched their line last season in

Paris. Bergqvist and Schück are two committed women on a mission. Surfing on the industry’s growing interest

in sustainability, their goal is to “work with recycled materials in a modern way,” and to show that

sustainable fashion can also be high-end. For now, the two designers are using materials found in warehouses

or on the Internet, and plan to collaborate with recycling companies abroad as their business evolves.

For this fall, the witch theme served as their inspiration – but there was nothing dark or creepy about

their innovative collection, which opened with a white lace dress and included unstructured leather coats

with blanket inserts. “The witch theme represents feminism – being powerful and mysterious, sexual and

provocative, all aspects that we want to emphasize and that are also characteristic of our brand.” https://faketrainer.vuodatus.net/lue/2022/01/nike-air-max-200-sneakers-in-black-and-white-nike-air-relentless-women-s-black Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm

Brand: PRLE

Designer: Andreas Danielsson

Date and place of creation: 2022, Malmö

Look : Androgynous 70’s

Andreas Danielsson studied design and tailoring at Tillskärarakademin Malmö and then interned at CMMN SWDN before

launching his own brand five years ago. PRLE, which should be pronounced like the French verb “to speak”, lives

up to its name: Danielsson’s voice is unique, and the messages he sends are heard. He will have waited four years

as a solo artist before presenting his collections, due to the “long learning process of finding my personal aesthetic

and a reason for being.” There’s something very personal about Danielsson’s designs, which this season combined

elements as diverse as velvet ribbons, baseball shirts, and corduroy. “My main inspiration comes from the romanticized

image of the ’70s, the freedom revolution, and its avant-garde, androgynous aesthetic.” https://skinner-pehrson.technetbloggers.de/nike-air-huarache-city-low-black-barely-rose-nike-air-max-97-barely Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm

Brand: K-ourage

Designer: Anna Blomquist, Jacob Bernhardtz, Magnus Klahr

Date and place of creation : 2022, Stockholm

Look : Ideological fashion

The brand was born out of a chance meeting between industry veterans on the subway. The team – Blomquist, the

designer, Bernhardtz, the e-commerce expert, and Klahr, the art director – is united by a desire to use their

creativity to change the world. “We believe that people want to show that they care,” Blomquist explains, “and

we hope to be a way for them to materialize that desire, to consume in accordance with their beliefs.” Ideology

doesn’t interfere in any way with the sleek designs the brand makes. Rather than relying on slogans, K-ourage

works with ambassadors who embody the brand’s values, such as 42-year-old Tess Asplund, who stood up to 300

neo-Nazis at a rally in Sweden. To express the notion of courage through clothing, Blomquist incorporates medical

corset-like elements into the collections; these are not designed as restraints, but are there to help women

“proudly stretch the back in a comfortable way and keep their head up,” the designer explains. https://insectturkey0.doodlekit.com/blog/entry/20668150/air-jordan-xiv-14-retro-nike-air-jordan-retro-14-xiv Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm


Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm

Brand: Per Götesson

Designer: Per Götesson

Date and place of creation : 2022, London

Look: Resized menswear

After presenting his Fall 2022 collection in London, Götesson flew to Stockholm to participate in the Swedish

Fashion Talents show, where he chose to show looks from each of his four collections. Among them were pieces worn

backwards, pajamas as daywear, a marcel made of capsules, and extremely voluminous jeans. Per Götesson, who has

worked with Ann-Sofie Back and is a graduate of the Royal College of Art in London, explains that his personal

wardrobe serves as a starting point and that by “altering proportions, I play with new silhouettes in menswear.”

While he’s not a fan of Scandinavian minimalism, the designer acknowledges that his heritage influences his work:

“Growing up in a small town [Vimmerby] has somehow influenced my taste for ordinary, everyday things.” http://ivaqvera1986.unblog.fr/2022/06/01/nike-air-max-react-270-toddler-nike-air-max-270-react-toddler/ Photo: Kitty Lingmerth / Courtesy of Hi on Life. Hair: Mariam Kamara; make-up: Eva-Lina Seidel; shoes: Humana;

styling: Malin Busck; coordinator: Mathilda Järlmo; location: Hilma Stockholm

Brand: Hi on Life

Designer: Malin Busck

Date and place of creation: 2022, Malmö/Accra

Look : Streetwear that transcends cultures

The designer combines African cuts and textiles with street silhouettes. During Stockholm Fashion Week, where

streetwear is clearly underrepresented, Malin Busck organized a pop-up event with a performance by Swedish rapper

Gnucci (Ana Rab). While a DJ provided the sound, Busck took pictures of her friends wearing her new collection,

which had a very rave feel to it.

Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm

Mathias Nordgren/Studio Bon/Courtesy of FW Stockholm

Brand: Iggy Jeans

Designer: Ingrid Berg

Date and place of creation : 2022, Stockholm

Look : DIY for Millennials

“I started painting vintage jeans to create something fun and unique,” says Ingrid Berg, the youngest designer

ever to attend Stockholm Fashion Week. The 15-year-old was spotted last year by Örjan Andersson, founder of Cheap

Monday, while wearing one of her painted jeans in his Frän Ö Till A store. He has been a supporter of her designs

ever since. “I’ve always loved dressing up, mixing, and matching clothes, and driving my parents [Kajsa Leander,

co-founder of boo.com, and Joel Berg, famed art director] crazy,” the teen says. “Luckily for them, I went to

a school that enforced uniforms.” While the line isn’t very diverse, Berg’s “quirky” pieces and philosophy speak

to her fellow Millennials. “I don’t have one aesthetic,” she explains. “Plus, I don’t take myself too seriously;

otherwise everything ends up being boring. I love bright colors and prints, and I like to think I own my style.

I love fashion for all the joy and fun it brings to everyday life.”

Photo: Courtesy of Ingy Stockholm

Brand: Ingy Stockholm

Designer: Ingela Klemetz-Farago

Date and place of creation: 2022, Stockholm

Look : Raw art – lightened and gilded

It was late last year that Ingela Klemetz-Farago launched her brand, a committed jewelry line that wants to encourage

women to “be inspired and dare.” Bold biases that fit Klemetz-Farago perfectly, a statuesque beauty who loves

Comme des Garçons and craves novelty. “Creating is a wonderful thing. For as long as I can remember, it’s always

been important to me,” says the hyperactive Swede, who is also a photographer, curator, and fashion book editor

with her husband, Peter Farago. The designer’s jewelry is inspired by nature, and is made of golden wood treated

to be as light as a feather. Like the couple’s photography, Klemetz-Farago’s pieces are halfway between fashion

and art.