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Style, innovation & equality

Swedish export success writing a new digital chapter, a chair controlled by air, and Puma returns to the streets of Copenhagen

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

Text Johan Magnusson

Swedish export success writing a new digital chapter Shirt company Stenströms is constantly looking back through their long history of focusing on quality and design, yet with a contemporary feel.

– Apart from the white and light blue business shirts, we’re continuously scanning the surrounding world for influences and the next big trend, says Marketing Director Marie Ramberg. As for today, of course, the prints are huge, where we present a wide range, from dots and paisley to playful animal and flower patterns.

And what’ll be the next big thing?

– A more casual and sporty expression, pre-washed shirts that you hardly need to iron but just put on. Works with a blazer and chinos as well as jeans.

How’s your business going?

– Good! It’s been a great spring season so far, and a strong development in Germany, Canada, and the U.S. We’re a Swedish brand turning more and more international, as export stands for almost 70% of our turnover, and manage to reach our goal, growing 10% every year. Hopefully even more now with our new e-commerce.

Yes, tell us more about your recent digital drive.

– We might be one of the last ones launching a proper digital platform, where the customer might see and buy the products. However, it’s even more for our branding, showing our collections, that you can read and learn more about the products and find your nearest retailer. And also as a B2B solution, for our wholesalers to discover products they’ve missed and to re-order. That’s something that is very important for us.

Which are your key pieces this spring?

– The white, washed casual shirt, the patterns I mentioned, and our linen shirts program in a wide range of colours that goes just as good for your business meeting as during a day off at the beach. And for the slightly colder days that we experience now in Scandinavia, a lightweight, reversible vest in linen and nylon is a great choice.

Discover the new e-commerce on

A chair controlled by air Oliver Sundqvist’s design is based on a long and well-considered process of controlled coincidence. In his and Danish Soulland’s new collaboration, sculptural chair Marla, the air plays a vital role in the design. It is made of air-pressure steel and when producing it the air fills the two 0.6 mm thin steel plates. However, it is difficult to predict exactly how the steel will respond and shape. The chair looks soft and comfortable, but is hard, which demonstrates the opposition in two important components; air pressure and hard style pressed to its extreme limit.

– It’s fun for us to try and work with new worlds, says Soulland’s Creative Director Silas Adler. We especially enjoy working with creative people with skewed approaches. At the same time, it is exciting to explore how different lenses can contribute to visual expressions.

Priced €4000 and produced on request

Norwegian and Swedish skiwear fusion… Following last week’s drop of the exclusive Net-a-porter collab, Swedish Chimi Eyewear joins forces with compatriots J.Lindeberg and well-known Oslo multibrand store YME in another one. Building on J.Lindeberg’s 70s fashion-ski theme shown in the AW18 collection presented at Copenhagen Fashion Week in January, the JLxYMExCHiMi capsule’s exclusive product range, limited to 30 pieces in total, is clearly ski-inspired, where a t-shirt, a hoodie and crewneck sweatshirt all features a special embroidery artwork. Layering pieces, functional shell garments, and co-branded knitted beanies are all made for the perfect After-Ski party.

– We came together to create something unique and crafted. Our main goal was to make each piece individual and put attention to details. We didn’t want a collaboration where both parties only come together for the contractual part. Instead, we worked closely together to place each branding patch individually, and to finish each design and product very hands-on, which is unique, says J.Lindeberg Creative Director Jens Werner.

JLxYMExChimi is available now at YME. Address: Karl Johans gate 39

…and this skiing social media phenomenon’s entering the fashion industry 1 000 000 000+ Youtube channel subscribers and almost as many Instagram followers just had a new favourite brand. Founded by extreme skier and lifestyle profile Jon Olsson, N.01’s first drop with six hoodies was presented earlier this week – unsurprisingly in a video clip posted on YouTube. Three of the pieces were later auctioned out on Olsson’s own marketplace seeing one winning bid secured €1600 given to charity. The name, by the way, stands for Normal One – everything that Jon Olsson is not, he explains.

Get a first glimpse through this blog post at

TBD x Gabucci As we experience spring equinox with even brighter days ahead, Italian TBD Eyewear let well respected Stockholm retailer Gabucci do their own take on the hyped label. The idea was a limited edition, to present the ultimate colour combinations to complete your entire summer wardrobe, in a timeless frame. Completely handmade in Italy, the result is model Cran in a Classic Tortoise or Champagne colour option, both featured with a tobacco brown glass.

Available now at

Puma returns to the streets of Copenhagen Last night saw the launch of the second collaboration capsule between the global sportswear brand and Han Kjøbenhavn, this time covering both apparel and footwear. Featuring grey hues and deconstructed styling, pinstripes and photocopy influenced graphics, it draws design cues from Danish culture, vintage workwear, and newspaper archives combined with a raw take on Scandinavian style. For footwear, the Danes aimed to evolve Puma’s archive silhouettes as well as progressive new styles, while the clothing is full of standout pieces made of premium and luxurious fabrics and materials.

Puma x Han Kjøbenhavn SS18 is available in their brand stores, on and, and leading lifestyle and fashion retailers worldwide

Related: Han Kjøbenhavn Autumn/Winter 2018 show at Bella Center in Copenhagen and 5 x talked-about Scandinavian collabs – and 1 real Danish royalty modelling it


In the definite sustainability forefront, presenting their own collab for Net-a-Porter, and Finnish rugs with an LGBTQ touch