With the immensely successful launch of H&M subsidiary Arket, David Hagglund being appointed as the new Creative Director at Topshop & Topman and the most international Swedish fashion week ever just having passed. We dare say Scandinavia is tightening its grip on the high street through a fashion invasion. Swedish and Scandinavian fashion has a greater appeal than ever. And nowhere is this truer than in the UK. That is why we put together this list of 5 brands representing Swedish fashion in London.
Without further ado, here is a guide to five of the most intriguing Swedish fashion brands represented in London right now.
ARKET Flagship store, West End, London
224 Regent Street, W1B 3BR,
Arket’s creative director Ulrika Bernhardtz says the brand aims to be about “timeless, crisp quality and warmth”.
The opening of Arket on Regent Street preceded the opening in the company’s native country Sweden. The new brand from H&M 8t the grownup fashion to which Cos customers graduate. Slightly more expensive than COS and with a store that works like a market, with homewares and a cafe.
Arket grasps the attention of young people who want more than just a consumerist lifestyle. You come for a simple navy jumper or a well-made white shirt, you stay for the experience of having a coffee with a friend, discussing your latest fashion buy.
A walk down London’s Regent Street quickly shows exactly how Swedish fashion in London has gone from something obscure to something ubiquitous – lead by the H&M Group. A large branch of H&M stands at Oxford Circus and a short stroll south you more stores owned by H&M group proliferate: there’s & Other Stories, the high street home of wearable quirk, and COS, which has been the destination for affordable minimalism for 10 years. Monki is around the corner on Carnaby Street, selling slogan T-shirts and quirky prints.
Acne Studio, Mayfair, London
12 Dover Street, W1S 4LN,
Established in 1997, Acne started off as less of a fashion brand, more a conceptual artists’ collective. Four friends sat around in a new Stockholm posh build, thinking about product design and sharing a single motivating idea: the Ambition to Create Novel Expressions (ACNE).
Now, 20 years later, a sophisticated fashion brand has found its way into the wardrobes of fashionistas, fashionistos, fashion stylists and editors the world over. Its shop on Dover Street, Mayfair represents the coming together of Acne’s many parts, and it looks just as clean, clipped and conceptual as you would imagine.
CMMN SWDN, Goodhood, Old Street, London
151 Curtain Road, EC2A 3QE
Retailed by Goodhood in London, CMMN is a menswear brand drawing inspiration from youth sub-cultures and fusing it with classic dapper menswear and a modern sense of masculinity.
While CMMN SWDN stands without its own stores in London, the menswear label showed their collections at London Fashion Week in the past. To establish CMMN as an influential and forward-thinking brand on the international fashion scene, CMMN has now established a studio in the creative heart of east London.
Tiger of Sweden, Piccadilly, London
210 Piccadilly, W1j 9HL,
From its conception in 1903 to its re-invention in the early 1990s, Tiger of Sweden is currently experiencing its highest level of popularity to date – and with an ever-expanding portfolio of standalone stores worldwide you might be surprised to know that the brand has only been represented in London for 4 years.
The Tiger flagship store represents Swedish fashion in London at the St James gateway development and offers an opportunity to see the brand’s extensive collection first-hand. The store takes the traditional menswear line and makes it readily available alongside the Tiger of Sweden Jeans sub-line, which has a more edgy approach.
Inside, the aesthetically pleasing, 3,500 square feet of floor space brings the essence of Tiger right to you. Classic tailoring up to date via sharp fits and contemporary color ways – with the grand translucent mirrors and minimalistic designs contrasting with an urban street-like flooring and rough textured walls.
Our Legacy, Soho, London
1 Silver place, W1F 0jW
Avant-garde Swedish menswear label Our Legacy opened a new flagship store, in the heart of London’s bustling Soho district in 2014. Despite being a stone’s throw away from tourist-packed Oxford and Carnaby streets, the store is nestled away on the relatively quiet Silver Street and stocks the label’s in-season collection of innovative, left-field menswear.
For more on Swedish fashion in London, see our report on brands and designers representing Sweden at London Fashion Week SS18.