Forget hygge, Scandinavia’s latest offering to the world zeitgeist is the Swedish phrase, lagom. Translating as ‘just the right amount’, is all about being frugal, fair and balanced in life.
Any fashion enthusiast who travels to Stockholm to gain a little lagom will be sorely disappointed. It takes a monumental display of self-restraint to resist the appeal of Swedish designers (not to mention everything else you meet along the way) on an average shopping day in Stockholm.
If you’re there for a just a couple of days, there are two main districts to focus on: upmarket Ostermalm; and hip, progressive Sodermalm.
Ostermalm
Ostermalm is home to the luxury brands you’ll find in most major cities. However, in the streets leading off Birger Jarlsgatan you’ll find the very best of Sweden’s fashion scene – these are my faves:
Filippa K for the very essence of pure, simple Scandinavian design. Filippa K also leads the way in terms of sustainable production and consumption. The stunning flagship store is at Grev Turegatan 18. filippa-k.com
Acne Studiosfor its progressive and edgy take on the Swedish minimalist aesthetic. Check out the flagship store at Norrmalmstorg 2. The building was once home of the bank where the concept of Stockholm Syndrome originated. Today, the Acne Studios stock is housed underneath the shop in what used to be the vaults, and the men’s changing room is in the former safe. acnestudios.com
Rodebjer on Smalandsgatan 12, for taking those functional and clean lines of traditional Scandinavian design, and then adding sequins, embellishments and a riot of colour. rodebjer.com
Totême for its grown up, luxe designs and textures with a New York city vibe. The Totême studio at Tegnergatan 37 opens sporadically – sign up for email alerts and if your trip coincides, beeline straight there. toteme-studio.com
House of Dagmar for its sophisticated abstractions, located in the rather glam galleria at Stureplan 4. houseofdagmar.com
Special mention also goes to Mood, a sleek galleria on Regeringsgatan in which you’ll find some glam distractions from your fashion spree. Posh Living is the ultimate interior heaven – resist the urge to splurge if you can. Just around the corner is Boqueria tapas bar and restaurant, which we stumbled upon and stayed for the bustling vibe, beautiful crowd, DJ and a cava or two. Lagom went straight out the window at this stage.
Sodermalm
Sodermalm is laid-back, cool, and creative; it’s the place to head to for vintage, edgy and quirky brands. Much of the shopping centres in and around the SoFo neighbourhood (the streets south of Folkungagatan), but there are other little gems to be found a short walk towards Mariatorget.
Grandpa at Södermannagatan 21 is a concept store that has it all: ultra-hip fashion with a focus on homegrown and regional brands, quirky interiors and an overall chilled atmos. grandpastore.com
Swedish Hasbeens can be found I the heart of SoFo at Nytorgsgatan 36A. The cult clogs were inspired by the fabulous 1970s wardrobe of the mother of one of the brand’s founders. swedishhasbeens.com
Uniforms for the Dedicated at Krukmakargatan 24 is men’s streetwear with a sporty edge. It was created in 2004 by a collective of snowboarders and creatives and a chilled aesthetic runs throughout all its designs. uniformsforthededicated.com
Sandqvist. Swedes love the outdoors, and what better way to hit the outdoors than with an intelligently designed, beautifully made rucksack (for carrying around your berry-based snacks, but natch). sandqvist.com
Cords. Who knew there was a corduroy subculture? At Åsögatan 132 you can find Cords, a store dedicated to all things ribbed and velvety. Brown corduroy never looked this edgy. globalthecords.com
If, after all of this, you’ve attained a little balance in your life (and your bank account) you may have achieved lagom, though clearly you’ll need to return to Stockholm for another visit.
