If you have Scandinavian people in your life chances are you’ve noticed their authentic, effortless cool. The youth generation in particular just seems to get ‘it’ so it’s no surprise that they’re using their special brand of je ne sais quoi to inform the full spectrum of design.
While design and, more specifically, fashion are often plagued by pretension, that’s just not what you can expect from a Scandinavian brand where self-aggrandizement is a cultural no-no. What you’re left with is a clever appreciation for the high and low- of Ikea and Gustavian antiques, of H&M and Acne- and a healthy sense of humor.
Check out a few of the many Scandinavian clothing and accessories brands that are readily available in the US:
By Malene Birger
(Finland, now sold
exclusively by Anthropologie)
House of Dagmar
(Sweden, owned by H&M)
Illustrations by Michelle Ricks,
Photo by Rikard Lindstrom