History

An international brand rooted in Swedish simplicity

SO SWEDEN dates back to 2016 in Stockholm, Sweden, where the city life in the US awakened a feeling to make the Swedish, minimalist design wearable with elements of an international touch. A limited edition collection, in vibrant colors was born. The brand has continued its journey in 5-star hotels around the world.

With a nod to its Swedish heritage, SO SWEDEN is defined by a wearable aesthetic that combines the utilitarian ease of Swedish street style with a quintessentially Scandinavian spirit. Collections transcend trends, drawing on Sweden´s renowned design tradition to result in minimalist, affordable-luxury- and accessible fashion.

We reflect upon the Swedish lifestyle and Scandinavian design ethos, celebrating the simplicity of great and lasting style with modern day essentials and new Limited Edition classics.

Our dedication to craftsmanship, authenticity and function is revealed through modern day essentials and contemporary classics for the urban man.