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Style, innovation & equality

Co-founder on how to create Caliroots 2.0, Byredo’s London townhouse, and Scandinavian Michelin

Six top stories from last week of Scandinavian fashion and lifestyle.


Co-founder on how to create Caliroots 2.0

Also introducing their first Caliroots clothing line

Later this spring sees the opening of streetwear store Caliroots first Gothenburg outlet. Co-founder Andreas Koschnike describes the concept as "a mix of all things fun within the culture of street and fashion, supplying the latest and best with full service instore and online", now experiencing a rapid growth and a great success.

– 2017 is going to the history as we did 50 million USD and profit within the Caliroots group, so a lot of orders has been sent around the world. A great team effort from the office (chasing new brands, PR, Web front etc) and warehouse to pack all them. This year we are investing in a new store design concept. First out is Gothenburg, then our stores in Stockholm and Berlin.

Yes, tell us about how you try to combine the online and offline experience in this new store concept.

– We already tie the service together instore and online, as you can do returns, pickups and also order from the store. But we're now making that more visible with a separate workspace, almost like old time's "postal office". What's really new will be the presentation of products and collections. As you can see at the 3D sketches we use the store will have four stations that each has one big screen for lookbooks and video, one smaller for interaction and order and one LED for push notices, that together with the actual product to touch we hope can add some value and knowledge for the end consumer. All digital stations are operated by our head office and creative/web team, which means that they can be updated in real time. It's a bit hard to explain, but please come by from the opening April 5 and experience.

Which footwear and streetwear releases are the most important this spring?

– It's a lot of style and trends on footwear at the moment depending on how far you want to take it. The latest thing is ugly, bulky sneakers. Eytys "Angel" does it well, but Nike, Adidas, and Puma are also doing iterations of this. Nike's low-end sport classic Air Monarch is ticking the box at 55 Euro and is moving well to customers in London, Berlin, and Stockholm. Just clean Vans is also nice. Last year, maybe we sold too many Old Skools – sorry! – but we see a shift towards the Authentic one now. On clothing, we have added some nice brands this season as Pleasures, Needles, and Brain Dead. Last but not least, we've got some really cool projects to be released as collaboration capsules, as we got designer Erik Bjerkesjö onboard.

Yes, you're also launching your first clothing collection later this spring?

– Yes! We've kept it on the low so far and just released just some pieces for friends and family over the latest fashion week travels. Yesterday saw the first capsule launch together with Ellen Von Unwerth, as she is in town for the premiere of her exhibition at the Fotografiska museum in Stockholm. Then a full cut and sew line towards the summer, made in Europe for quality and fast response.

Caliroots' Gothenburg store will be located at Södra Larmgatan 11, see more at

A celebration of love and individuality

”Find your perfect fit” is the title of the new ad campaign from the Dutch menswear brand Suitsupply, featuring images of men kissing and touching. During this week they've received many reactions and, according to Business Insider, lost more than 10,000 followers on Instagram. The response was expected, says CEO Fokke de Jong in a statement released after the launch.

– The Suitsupply Spring ad campaign celebrates individuality and love. At Suitsupply, everyone can find their perfect fit in clothing and in life, and we mean everyone.

Suitsupply will soon open stores in Stockholm and Helsinki, and they already have one in Copenhagen

Byredo's London townhouse

After the first New York flagship opened in June 2015, BoF reports that this June sees the launch of the second store outside of native Sweden for the fragrance brand. The three-storey townhouse in Soho, London will offer fragrances, beauty, leather goods from the new line launched last September and collaborative projects presented in a new gallery space, featuring work from different artists, and future collaborations.

– London was one of our first markets and it's also one of our biggest, says founder Ben Gorham. As we expanded into multiple categories – our business is primarily wholesale through department stores – having our own retail extension has become a way for people to experience the Byredo universe in one place.

Gorham's also looking for new stores and new product categories, including skincare.

See more at

Scandinavia's Michelin success

As reported on our Instagram earlier this week, Monday night was a big night for the Scandinavian kitchen. During a presentation at City Hall Tower in Copenhagen, it was announced that Geranium (Copenhagen) and Maaemo (Oslo) keep their three stars in the prestigious Michelin guide, while Frantzén restaurant by chef Björn Frantzén (pictured) is the first Swedish restaurant to receive it, less than half a year after their opening in September in central Stockholm.

– Björn Frantzén has created a unique vision of Nordic cuisine, combining sublime ingredients with astounding culinary techniques. Björn Frantzén's gastronomic expression is truly worth the journey, and is a gustatory experience like no other, states Michael Ellis, International Director of the Michelin guides.

The full list of 64 starred restaurants from the Nordic countries here

Norwegian tailoring

Following up on their recent launch of suit line Tailored last November, Norwegian Berg&Berg now launch new suit Dan II. Made in Italy in a full canvas construction with handsewn details in a Minnis Fresco's high twist wool, it's a great choice for your spring wardrobe. Price: €900.

Visit for more

Will Spotify create their first physical product?

With 70 million subscribers and reported to join New York Stock Exchange later this spring valued almost 20 billion USD, the Swedish streaming service is now rumored to expand its business. According to Engadget, Spotify will join competitors like Apple, Amazon, and Google, and create their own ”smart speaker”, Breakit reports. The company’s new job advertisements describes that they’re about to create their first physical product, looking for employers to organize production, marketing, and sales, also stating that the new launch will be epoch-making in its category.