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Radio Hour 03:2 Erik Danielsson

”Sometimes the costumer educates us.” Erik Danielson is the menswear buyer for the iconic Stockholm store Nitty Gritty. For almost 30 years, Nitty Gritty has been catering to an initiated consumer, bringing some of the world’s best brands to the Swedish market. During his 12 years with the company, Erik has observed how the menswear consumer has evolved, how storytelling has become an even more important part of the business, and how outdoor and fashion is merging more and more. Enjoy!