Scandi Brands To Elevate Your Moodboard (Part 2)

A second dose of Scandi brands inspiring product teams in New Luxury brands.

Last month we sunk our teeth into a selection of Scandinavian brands that are inspiring product design and development teams across the globe.

Leaders in sustainability and transparency, the region certainly has no shortage of brands worthy of attention, nor brands making significant strides towards improving the field of play for fashion’s future.

With pointers from our friends on the ground in Stockholm, Gothenburg, Copenhagen, and Oslo, we strung together a list of brands worthy of a spot on any moodboard.

Thanks to the rich offering of brands the region has to offer, we’re back with a second dose…

Röhnisch Sportswear

Sportswear, through the accelerated growth of brand universes. cult-like communities spawning as a result, and a seemingly universal desire to get outside and get moving, is enjoying some time at the top of the fashion industry.

While Nike’s sales slide from favour, a plethora of new players are snatching that wavering attention for themselves through desirable products and a desire to shake up the industry.

Röhnisch Sportswear, while far from a newcomer as it has had feet on the ground since its founding in Sweden in 1945, has struck a chord with active communities through aesthetic-conscious design and a streamlined focus on strong visual treatments.

Its golf offering, in particular, has brought the brand back into the spotlight, aligning it with brands like Manors that have successfully given the sport its “cool” back.

Stutterheim

Swedish brand Stutterheim kickstarted its journey as a lifestyle apparel brand with a tight focus on outerwear and accessories. Similarly to Rains (see below) its humble beginnings rooted themselves in a basic human need from fashion: weather protection.

Focusing on premium materials and easy-wearing, functional design, its growth over the past 14 years has seen it elevated beyond the boundaries of its initial outerwear mission, now delivering full collections, from footwear to dog accessories.

By staying true to its roots and mission to deliver premium, functional, and durable weather-protective clothing with uniform appeal, it’s effectively expanded its product portfolio to cover all corners without sacrificing its design DNA.

Rains

Rains’ evolution from modest rainwear brand (specialising in outerwear) to a striking, forward-thinking, and daring runway fashion line demands praise.

While retaining deep roots to its foundations as a brand that delivers weather-protective clothing without compromise, Rains has continually upped its stakes by pursuing bold design. Although its current aesthetic style is a far cry from its early iterations – which leaned heavily into Scandinavian minimalistic design sensibilities – it has failed to lose its distinctiveness.

By daring to experiment and take its base products and material to the next level, it’s aligned itself with some of the Scandinavian region’s most notable and desirable brands, earning its billing on fashion week schedules through cautious yet confident refinement.

Samsoe Samsoe

Rooted in simplicity, Samsoe Samsoe has been serving a delectable palette of apparel and accessories since 1993.

Since its expansion in the early 2000s, it’s become a home for premium clothing that celebrates Scandinavian heritage through a combination of Copenhagen’s utilitarian street style and the undeniable design know-how of the region.

The result is a brand that’s mastered its approach to design, continually rising in desirability without comprising on the foundation of its deliveries: minimalistic, affordable, and accessible modern-day essentials.

A Retro Tale

One of the biggest draws of Scandinavian fashion is its vintage and pre-loved expertise. As a region that is leading the charge where sustainability and transparency are concerned (as highlighted in our Field Notes from Copenhagen and sustainable brand overview), it should come as no surprise that vintage is such a significant piece of the puzzle.

That’s where A Retro Tale exceeds expectations and sets a high standard for pre-loved and vintage shopping.

Conceived in Sweden, the second-hand retailer has broken through the ranks and drawn mass attention through its offering of vintage luxury bags and accessories, spanning favourites like Chanel, Dior, Gucci, and Louis Vuitton.

While many counterparts exist within the vintage and pre-loved market, A Retro Tale has excelled through well-considered, campaign-like aesthetics, ease of access, and a well-considered user experience.

As it owns all of its products, it offers lower prices and faster delivery, which, combined with its visual treatment, has seen it edge past competition and become part of the H&M Group Ventures’ investment portfolio.

Beyond Medals

Founded by a group of Swedish snowboarders in 2012, Beyond Medals has elevated its brand identity by maintaining a strict focus on snowboarding “beyond medals.”

Serving up a perspective of snowboarding that is far more relatable than the pro-athlete level you’ll find showcased by The North Face or Oakley, Beyond Medals, like the world’s most celebrated skateboarding brands, has utilised its innate knowledge of the sport to create products that its audience loves, without compromise.

SOCKSSS

SOCKSSS mission is relatively simple: “Make good things to give people good feelings.”

A broad statement, perhaps, but one that it’s delivered on throughout its short timeline since its founding in Sweden in 2019. Despite the brand's youthfulness– reflected in its bold, pop colour style and playful nature – it’s proven to be a brand worthy of attention.

While its youthful edge separates its from the pack and makes for an exciting aesthetic treatment, its sustainability focus elevates it further. While focusing on function and comfort, it seeks to utilise renewable resources that put the planet first.