Why Stockholm?

Why Stockholm? Very simply, because it's the best at what it does. It's inspiring, considered, well designed, creative and environmentally conscious.

 It's made up of Islands, so you're never far from the water, so even though it's a world class city, it always feels very chilled.

Stockholm is also home to some of the biggest names in fashion, with a big focus of our trip being on the H&M family. We were lucky enough to visit the head office (more on that in another post) and took a store tour of H&M, Weekday/Cheap Monday, Monki, Cos and &otherstories.

 A company that employs over 60,000 in a huge variety of roles. Due to the fact that 1 out of every 3 Swedes is originally from another country, English is the first language spoken within the company (and across the city). The brands are also global and the family is growing with the introduction of Arket and Afound. In short, it's never been a better time to make links with Swedish fashion and to consider working with them - they want your country and customer insights!

We also made friends with Carlings, in their MAD (Music, Art and Denim) monochrome, pop-up shop.

The brand changes the theme of the shop every 6 weeks, in response to changing retail market, offering something different and unique to keep shoppers coming back.
They are also an incredibly sustainable and ethical company, sourcing fabrics and products that do good - just another reason why we should be looking to Stockholm for fashion advice.

The city is infused with it's own sense of style, from the colour of the buildings, the chic yet cool fashions, the minimal and considered interiors and furniture and the use of "art" everywhere you go. The TBana (tube line) is an art work in itself.

I can't think of a better place to learn about how to do things right on every level. Now to bring it all home and see what we can make of it.