Local fashion brands favored by Sweden’s younger generation (continued)

Abstract WHYRED is a fashion brand created in Stockholm in 1999 by Roland Hjort, Lena Patriksson and Jonas Clason . Before that, they were colleagues of H&M, but they took a completely different path from H&M, which is reflected in their design concepts and marketing methods. They combine their collective wisdom to design, produce and sell under the guidance of the concept of building WHYRED into a high-end European fashion brand, trying to develop the company into the world's top fashion company. The brand name WHYRED is inspired by Roland Ute's grandfather, the famous Swedish artist Sven X:et Erixon. In the 1950s, he answered a reporter's question in a radio interview: "What is your favorite color?" "What is it", say "Red". The reporter continued to ask "Why red? (Why is it red?)" The origin came from this.

In the last issue, we introduced some Swedish fashion design brands. In addition to the impression of fashion, simplicity, coldness, and arrogance, Swedish design also has styles such as capable, youthful, natural, and lively. Of course, like Nordic design, the biggest feature is that whether it is fashionable clothing or household items, whether it is fashion items or decorative items, the vast majority of Swedish designers have always adhered to the word "simple". If a design is increased by one point, it is too much, and if it is reduced by one point, it is too little. It is enough to abandon the complexity and only take the essence. Just a little bit is used to express function, personality and beauty.

After getting to know some fashion clothing brands, especially the help from the marketing department staff of NK (Nordiska Kompaniet), one of the largest luxury department stores in Sweden, especially the assistance from the staff of NK NORDISKA DESIGNERS department , and obtained a recommendation list through surveys and inquiries among some Swedish young people. This list may not represent the most complete and best fashion design in Sweden, but it is basically a brand that is currently favored and recommended by the younger generation of Sweden. This issue continues to introduce several other popular Swedish design brands, in addition to a few high-priced and high-quality brands. brands, and also selected several brands that are popular in Sweden and have very high cost performance. Most brands have counters in NK department stores.

★Fashion clothing brand WHYRED

▲Fashion clothing brand WHYRED (pictures from the official website)

▲Fashion clothing brand WHYRED2015 autumn and winter part (pictures from the official website)

WHYRED is a fashion brand created in Stockholm in 1999 by Roland Hjort, Lena Patriksson and Jonas Clason. Before that, they were colleagues of H&M, but they took a completely different path from H&M, which is reflected in their design concepts and marketing methods. They combine their collective wisdom to design, produce and sell under the guidance of the concept of building WHYRED into a high-end European fashion brand, trying to develop the company into the world's top fashion company. The brand name WHYRED was inspired by Roland Uter's grandfather, the famous Swedish artist Sven X:et Erixon. In the 1950s, he answered a reporter's question "What is your favorite color" in a radio interview? "What is it", say "Red". The reporter continued to ask "Why red? (Why is it red?)" The origin came from this. This brand pursues not only fashion, but also the combination of fashion and art. Its series of products, in the midst of casual elegance, meet expectations and unexpectedness. Exquisite workmanship, minimalist lines, elegant and calm, the men's and women's coats, jackets, sweaters and skirt series have crisp colors and extraordinary temperament. WHYRED has counters in NK department store and stores in Stockholm at Drottninggatan (Queen Street) No. 94 and G?tgatsbacken No. 36.

WHYRED's official website address is: / The official website provides online purchasing services.

★Fashion clothing brand J.LINDEBERG

▲Fashion clothing brand J.Lindeberg (picture from official website)

▲Fashion clothing brand J.Lindeberg’s women’s fashion Series (pictures from the official website)

The fashion clothing brand J.Lindeberg is the abbreviation of founder Johan Lindeberg. Johan Lindeberg was born in Lund, a small town in southern Sweden, in 1957 and founded this fashion brand in 1996. J.Lindeberg’s design concept is to design a Scandinavian lifestyle, perfectly combining fashion and functionality to bring a fashionable and modern active lifestyle. The J.Lindeberg brand includes fashion series, golf wear series, ski wear series and customized series, as well as fashion items such as bags, shoes, etc. It is sold in more than 900 stores in 35 countries around the world, and even J.Lindeberg has stores in Beijing and Shanghai. .Lindeberg counter. In 2003, J.Lindeberg participated in Milan Fashion Week and became the first Swedish clothing brand on the Milan Fashion Week stage. The ski wear series is chosen by many world-renowned sports stars, and its functions and quality are of the highest quality.

J.Lindeberg has a counter on the second floor of NK Department Store, and has many specialty stores in Stockholm, such as Bibolioteksgatan No. 6, Stureplan No. 6, etc. The official website address of J.Lindeberg is: /eu/ The official website also provides online purchasing services.

★Outdoor sports equipment brand FJ?LLR?VEN (Arctic Fox)

▲Classic outdoor sportswear and equipment brand Fj?llr?ven men's clothing (pictures from the official website)

▲The classic outdoor sportswear and equipment brand Fj?llr?ven’s famous product K?nken backpack series is the little fox backpack familiar to Chinese people (picture from the official website)

Swedish Outdoor The sports equipment brand Arctic Fox is probably one of the most well-known brands among Chinese people. This sports brand, founded by ?ke Nordin in 1960, was first based on its backpack series K?nken and thus embarked on the road to success. The Little Fox backpack was once called the national schoolbag by the Swedes because it is light, comfortable, reasonable, strong and durable. It saves children's backs and shoulders. To this day, little foxes are everywhere on the streets of Stockholm and on university campuses. As for the Arctic Fox series outdoor sportswear, the quality and function are almost perfect, and the durability, durability and classicity are also impeccable. Many Swedish families who love outdoor sports may rarely buy big fashion brands, but they will buy a few products of the Arctic Fox series. The style is classic and the quality is reliable. It is especially one of the best choices to cope with the rain, snow and windy weather in Sweden in autumn and winter.

Arctic Fox has a counter in NK department store. The Little Fox bag series is sold in major sportswear equipment stores such as Stadium and Intersport. There is a counter in the Naturkompaniet outdoor sports store at Kungsgatan 26 in Stockholm. . The official website address is: /

★Classic children’s clothing brand Polarn O. Pyret

▲Classic children’s clothing brand Polarn O. Pyret (referred to as PO.P) 2015 Christmas theme event (picture from the official website )

▲Classic children’s clothing brand Polarn O. Pyret (PO.P for short) children’s clothing series and Christmas activities (pictures from the official website)

Polarn O. Pyret children’s clothing was launched in 1975 for the first time When it was launched, it already included its still classic and iconic stripe series. Red, dark blue and green have always been classic colors. For more than 40 years, this classic striped design has never faded in the PO.P children's clothing world. Quality is the key to PO.P and the basis of its pride. Use natural materials and pay attention to the functionality of the clothing itself.

When the designer launched the first batch of designs, the first thought was: children need suitable clothes when playing outdoors! This concept contributed to the success of PO.P when it was created in the 1970s. Some Swedish families and even the whole family were PO.P from head to toe. The Swedish proverb "There is no such thing as bad weather, only bad clothes" perfectly illustrates its functional philosophy, especially its line of children's onesies. Since 2003, PO.P has begun its large-scale and rapid overseas expansion, and currently has its own stores in more than a dozen countries in Europe and the United States. PO.P's superior quality and powerful functions, as well as its affordable price, have made it one of the must-have brands for Swedish children for generations.

PO.P has stores in shopping malls in many areas of Stockholm. There is a store in the city center at Hamngatan 35 (next to NK). The official website address is: http://www.polarnopyret.se/ The official website also provides online shopping.

Postscript:

Thanks to the staff of NK Department Store for their assistance.

Warm reminder: Before taking pictures in NK Department Store, you must first obtain a shooting permit and submit it at each store. The counter seeks the opinions of staff.

In addition, you are not allowed to take photos at the ACNE counter even if you have permission to take photos.

The NK NORDISKA DESIGNERS (Nordic Design) division has most of Sweden's well-known local clothing brands.

Due to high labor costs, there is no large-scale clothing processing industry in Sweden, except for private design studios or high-end customization. Swedish design and overseas production are the characteristics of the Swedish clothing industry.

Text and pictures: Ting Xueer | Muxi Nordic Travel