Aug 14, 2017 | By WGSN Insider
Get Street Style analysis as a WGSN subscriber
A boat, an airplane, trains, taxis – it’s not exactly easy to get from Capri to Stockholm. I arrived in the Swedish capital last night to start a little Scandinavian mini-tour. (I’ll be heading to Helsinki as well mid-week.) With local labels like Cheap Monday and Acne being worn everywhere from Brick Lane to Bedford Ave. – not to mention J. Lindeberg, Filippa K, and yes, H&M – I decided it was time to take a closer look at Stockholm style. Also, I’d seen quite a few cool Stockholm street style photos on other sites which made me want to come shoot street style here myself. I mean if you’re a war photographer you’re probably itching to go to Iraq, right? Stockholm is definitely on fashion’s front line these days. I started out today by heading to Sodermalm – aka “the Williamsburg of Stockholm”. There were so many cute kids wandering around that I could hardly decide who to shoot next. I checked out the Weekday flagship store on Gotgatan – the cool pedestrian/shopping drag in Soder. This is the store that launched the Cheap Monday label as one of their in-house brands and the bi-level space was full of all sorts of CM gear that I’ve yet to see in NYC. I also walked through the cool mini-mall on Gotgatan (much sleeker than its Bedford Ave. cousin) and popped in nearby Pet Sounds record store. This store is basically the Other Music of Stockholm, the home of Swedish indie pop, and one of Quentin Tarantino’s Top 5 record stores in the world. Then after an amazing fried herring sandwich/wrap thing with mashed potatoes from a caravan by the water, I rented one of the Stockholm City Bikes (approx. $20US for a 3 day rental). I then spent the rest of the day riding around trying to find unattractive Swedes. I wasn’t able to find any but I’ll try again tomorrow. x eddie
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.