The Coolest Scandinavian Clothing Brands To Know Now
Home to the world's happiest people, a beloved array of flaky pastries, and more fjords than you could shake a stick at, Scandinavia is far from a monolith. Along with its now-ubiquitous concept of hygge, the region, which comprises Denmark, Norway and Sweden, has also carved a niche for its laissez-faire, less-is-more wares of late.
Think they (the doe-eyed, stylishly clad Scandi influencers who pepper your social media feeds) just woke up like that? Think again. If there's one thing Scandinavians have perfected the art of (besides perennial happiness, of course), it's marrying comfort and style together with minimal effort. Looking for an outfit you can ride your bike in, wear to the office and still feel ready to hit the dance floor for evening karaoke? Then the Scandis are a people you ought to be borrowing a few stylistic tricks from.
Their prowess is catching on too. According to Google Trends, in the last year alone, searches for Scandinavian clothing brands have spiked by 100%, while legions of TikTok videos are dedicated to the unique strain of chic minimalism they've helped to define. These are brands that can be relied upon for the hardiest of pieces that will not only stand the test of time but will look good while doing it too. Consider this is your A-Z of the Scandinavian fashion brands to know now (you're welcome).
The Scandinavian Brands To Know Now
Asket
If you're among the many of us who struggle to find well-made basics that don't cost the earth, may we introduce you to Asket. Founded by Jakob Dworsky and August Bard Bringéus in 2015 in Stockholm, the brand's founding premise is simple: it offers a permanent collection that, the brand believes, is comprised of everything an 'essential wardrobe' needs. Think shirts, cashmere and jeans that eschew trends in lieu of impeccably-crafted clothes that will stand the test of time. For crisp white T-shirts that wash well and don't lose their shape or colour, few do it better.
Bite Studios
An acronym for By Independent Thinkers for Environmental progress, Bite Studios was founded in Stockholm in 2016 by Veronika Kant and William Lundgren. Its USP is consciously crafted pieces that will form the backbone of every capsule wardrobe conundrum you could ever possibly have. Look no further for Scandi style perfection.
By Malene Birger
Founded in 2003 by Danish designer Malene Birger, the namesake label has become synonymous with the less-is-more styling approach purveyed by Scandinavians across the board. For those who can't resist the sumptuous neutral palette proffered by Scandinavian labels, By Malene Birger ought to be your one-stop-shop for anything and everything your wardrobe desires.
Cecilie Bahnsen
What the Danish doyenne of dresses, Cecilie Bahnsen, doesn't know about impeccably crafted clothes isn't worth knowing. The designer's namesake brand, which shows as part of Copenhagen Fashion Week, has purveyed a whimsical name for itself, with its dreamy dresses among the coterie of fashion editor must-haves. If it's dresses don't quite stoke the fashion flames within, look instead to its sell-out collaborations with Asics, but you'll need to be fast, these are covetably cool and comfy treads that struggle to stay in stock for good reason.
Ganni
The brand that requires little introduction is Ganni, which is arguably one of the labels to be credited with the reputation rehabilitation of Scandinavian style. Originally founded in 2000 by gallerist Frans Truelsen, it started its ascent to cult status in the late 2010s under the tutelage of husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup. With lashings of leopard and pieces brimming with personality, it's Scandinavian style with a twist.
Holzweiler
Hailing from Norway, Holzweiler began as a scarf brand and instantly became a cult hit among the Oslo fashion cognoscenti. Despite its vertiginous success of late, the brand remains a family business and is still helmed by Andreas Holzweiler, his sister Susanne and his wife Maria Skappel. For easy elegance, the brand's ready-to-wear and accessories are a no-brainer.
Remain Birger Christensen
The younger, more pared-back sister of our go-to dress brand, Rotate Birger Christensen, which was spearheaded by Danish influencers Thora Valdimars and Jeanette Madsen, Remain quietly entered the Scandi style scene in 2019. Its USP is that it offers elevated, well-made and achingly stylish basics that perfectly compliment its raunchier relative's larger-than-life offering. The ying to the other's yang.
SHOP REMAIN BIRGER CHRISTENSEN
Samsøe Samsøe
What began life as a modest-sized jewellery brand in Copenhagen in 1993 is now one of Denmark's finest fashion exports. The pair responsible for the reviving of the brand's fortunes is Peter Sextus and Per-Ulrik Andersen, who, in 2000, took the helm of the label and have since established it as something a tour de force for Scandinavian fashion. Its Copenhagen Fashion Week shows alone offer a schooling in how to combine comfort with style.
Stand Studio
Stand Studio was founded by Nellie Kamras in 2014 to meet a demand for expertly designed leather pieces at an accessible price. Fast forward a decade and the brand is now a household name among fashion editors who live in chillier climes. When the time rolls around again to look for a classic Scandi-inspired coat, few do it better.
Stine Goya
Scandinavian fashion aficionados will be familiar with Stine Goya. Not only has it become a firm favourite of fashion insiders but it has also captured the attention of style lovers further afield too. The label offers a masterclass in effortlessly combining Scandinavian sensibilities while never compromising on imbuing personality too.
Totême
One of fashion's first influencers, Elin Kling, proved her sartorial prowess when she launched her label, Totême, in 2014 wiKarl Lindman. From its studio in Stockholm, the label creates ready-to-wear, shoes, bags, and accessories for women, all of which form the building blocks of the perfect monochromatic wardrobe.
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