Fashion shopping in Sweden
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Birger Jarlspassagen
Designed by architect Ludvig Peterson, this fetching fin de siècle arcade contains a number of stylish gems. Mrs H is a fashionista staple, famed for its savvy collection of cosmetics, vintage boots and top-notch denim labels Citizens of Humanity and Sass & Bide. Indulge your lust for exotic and decadent underthings at Agent Provocateur, or feast your greedy eyes upon the knockout gems at a branch of former pop star Efva Attling’s avant-garde jewellery shop.
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MTWTFSS Weekday
Finding this once-hidden joint is a lot easier now that it has branches in two high-profile locations, one in Södermalm (on Götgatan) and one on Drottninggatan (at Kungsgatan), right around the corner from this, its original outpost. All the better for urban hipsters on a quest for street-smart, rock-star threads from the likes of Burfitt, Lois, April 77 and Swedish legend Cheap Monday, whose denim first hit the market at this very spot. Look for flyers announcing upcoming raves and indie gigs.
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Prickig Katt Boudoir
This store panders to trendsetting guys, who come seeking non-conformist labels like Denmark’s Humor and Göteborg’s Gissy. Unisex extras include anything from hot-pink mock-rococo mirrors to street-art tomes. Sharing the same address, local label Velour and Stockholm legend Acne Jeans stock slick, stylish streetwear for guys and girls.
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WESC
This street-smart label got started by dressing up underground artists and musos. In less than a decade, it’s become one of Sweden’s fashion big guns, opening up stores from Seoul to Beverly Hills (actor Jason Lee is a fan). The look is indie-meets-skater cool, with all bases covered, from lusty denim to pimp-a-licious silk hoods for trendy dudes and sistas.
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Tjallamalla
If you don’t know Tjallamalla in Stockholm, you’re fashion illiterate. This is the place for hot men’s and women’s rookie labels like Very Truly Yours, Whipping Floyd and JA! Graduates from the city’s prestigious Beckmans College of Design sometimes sell their collections here on commission.
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H&M
Born and bred in Sweden, Hennes & Mauritz (H&M) is the fashion world’s IKEA, selling well-made versions of each season’s must-have fashions at cut-rate prices. Guest designers have included Karl Lagerfeld. This branch is one of Stockholm’s biggest and best.
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Jus
This grit-chic basement boutique stocks exquisite threads and a select choice of shoes and accessories for fashion-literate women and men. Expect Swedish labels like Rodeber and Pour, as well as There Goes The Neighborhood by Åsa Westlund, famous for her hand-painted clogs.
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Anna Holtblad
Stylish but never faddish, Anna Holtblad is famed for her earthy women’s knits, classic-cut coats and contemporary twists on folkloric designs. The shop itself was designed by Thomas Sandell, one of Sweden’s stellar architects and interior designers.
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Filippa K
Filippa K is the epitome of regulation Nordic style – think sleek looks, classic cuts and sensible sombre tones. The store, a minimalist masterpiece designed by AARO Arkitekter, also stocks shoes, accessories and perfect books for your coffee table.
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Whyred
Fashion-literate Swedes can’t get enough of designer Roland Hjort’s understated clothes – think preppy-college meets street-smart. The guys’ sweaters are particularly fine and the women’s shoes are irresistible.
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Acne
This outpost of the designer jeans brand was designed by Acne architect Andreas Fornell, allegedly with inspiration from Pablo Picasso’s art studio. There are other locations scattered around town, all equally chic and intimidating.
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Peak Performance
Snow bunnies of both sexes head here for svelte and stylish tough-weather threads and accessories. Established in the ski town of Åre, this is the place for a high-tech snow jacket or sexy sweater for an evening at the chalet.
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J Lindeberg
Like neighbouring Filippa K, J Lindeberg is a Swedish fashion staple and a long-time hit with PR and media types. Expect classic chic with irreverent twists. The store also stocks the street-wise JL Future Sports and JL Golf lines.
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Prickig Katt
The outrageous ‘Spotted Cat’ has retro-clad staff and idiosyncratic fashion from Dutch, Danish and home-grown labels, as well as kitschy wares and out-there handmade millinery and bling.
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Supermarket
Shelta’s glam spin-off shop, Supermarket focuses on hard-to-find Nordic and Japanese threads for the male style crew. In fact, it’s the sole Scandinavian distributor for several labels.
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DEM Collective
Head to this bite-size boutique for Scandi-cool fair-trade threads. Completely organic, designs are minimalist, street smart and supremely comfortable.
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Dromma
Female fashionistas dig Dromma for its gorgeous new and vintage threads, which include limited-edition gems from up-and-coming Nordic designers.
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