The Ultimate Stockholm Style Guide

They really don’t have sidewalks in Stockholm–they have catwalks!  That was my first impression upon landing on this beautiful, socially-sound country tucked up on top of the world, as if to keep themselves hidden from being discovered from the rest of us!   It doesn’t matter if you are a native Swede or if you’re from any other part of the world, there is something about this little northern country that makes people nauseatingly attractive.  Is it the cold??  Is it the meatballs??  Is it Ikea?? They do something to themselves that not even the French can emulate.  I decided to live here for the next three years to investigate. OK, let’s go with that…!

So what do we know about this place? Blondes, yes, millions of them! You will see people who look like Elsa Hosk every day on the Tunnel bana (the subway) all looking completely oblivious to how visually spectacular they are and immersed in their own activities–mainly on their phone checking their blogs–everyone seems to have one!

Seeing these Nordic beauties is a constant reminder of everything that is wrong with me–why, why, why can’t I be you?? And to top it off, these people have such lovely personalities it just makes me lose my mind–life is not fair!

There are 4 sections of Stockholm worth checking out: Östermalm, Norrmalm, Vasastan, Gamla Stan and Södermalm. Östermalm is a posh babe’s delight. Indulge in glitzy, one-of-a-kind boutiques; cafés dripping in crystal chandeliers and admire the immortal regal buildings in this luxurious part of central Stockholm that once used to be humble farm land.

Be in the center of it all in Norrmalm, where department stores such as Åhlens (pronounced Oh-lens), and NK (Nordic Kompaniet) entertain locals and tourists alike with their miles of Scandinavian chic, flooding over multiple levels of granite and wood floors.

Vasastan is a little more my speed, not too posh, not too rough: the Goldilocks of Stockholm. I lived here in a little neighbourhood, deemed ‘Little Paris’ because of its tree lined streets and cafes and restaurants anchored on the corners.

In Gamla Stan (translating to ‘Old Town’) you’ll find–old stuff! Think narrow, cobbled streets, tall colourful buildings crammed together and quirky souvenir boutiques filled with the constant flow of tourists in town for the weekend.

Shop The Look:

In this spectacular building and shopping institution sprawling central Stockholm, NK (Nordic Kompaniet) is a must-see for fashionistas of all ages. Loads of labels domestic and foreign grace the levels as well as a gourmet grocery store in the basement and posh eateries and coffee shops as you escalate upwards. Italian fashion editor and stylist, Giovanna Battaglia held her signing for her book, Gio_Graphy: Fun in the Wild World of Fashion in the main foyer which attracted quite a frenzied style mob. In the spring, organised criminals tried to do a smash-and-grab job at the store by attempting to ram their vehicles into the locked front entrance to get to the designer bags hanging just a few feet away. Their cars couldn’t penetrate the building and only managed to crack the glass windows. Better luck next time boys!

Don’t let the giant girl hunched at the entrance stop you from coming in. A retail oasis designed to stimulate and refresh your senses, Mood is the ultimate indoor destination to recharge and inspire. This multi-level retail heaven spans three floors, creatively conveying a ‘cozy’ and sophisticated flow throughout using dim strategic lighting, lush wall-to-wall carpets of greenery and a tranquil yet modern blend of chimes and chilled electronica effortlessly beating in the background. A mecca for moms with prams keeping warm in the winter as well as the steady flow of Chinese tourists, this trendy locale is my favourite spot to chill out with a latte and check my emails in the early am on a comfortable sofa and as morning commuters breeze by migrating their way to the attached offices above.

Catch after-work vibes at the Spanish/Basque tapas bar, Boqueria, which starts to heat up around the end of 4pm, complete with a dedicated DJ. Get there early as the locals arrive quickly to this popular and energetic meeting spot that heaves through the night.

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Across the street from Mood you’ll find Stockholm’s newest cluster of shops at The Lobby. Here you’ll find everything from accessories, fresh flowers, clothes, bags and even cars all carefully merchandised in a stylish manner that only the Swedes can pull off!

THE FASHN COLLCTR RECOMMENDS>>

Looking for fun fashion with a Swedish slant? Stop by the colorful and optimistic, Monki on Götgatan in central Stockholm. Monki was founded in Sweden in 2006 by three close friends who wanted to step away from the same-sameness of high street fashion. Since 2010, Monki has been a part of the H&M group and has been expanding worldwide since.

Make Design Torget a stop on your itinerary to catch the best in product design from Scandinavia. Here you’ll find all sorts of innovative decorative and everyday practical items crafted from talented northern European designer-makers.

STOCKHOLM SHOPPING LIST

What to buy:

1. Tea Towels Not your grannies tea towels–but gorgeously designed, rectangular linen wonders in bold, simplistic prints with many brandishing retro vibes are another reason why this country is so stylishly ahead of the curve. Head up to the housewares floor at Åhlens to see more.
2. Trays With all the abundance of gorgeous nik naks to be had in the city, Stockholmers need something to put them on, hence the rebirth of the tray–Scandinavian style! Like the tea towel, Swedes have stamped their signature bold prints onto these vessels ever so successfully. Available in most boutiques and department stores.
3. Lakrids Like liquorice? If you fancy this candy, then you’re in luck as liquorice is ubiquitous here! Licorice came to Sweden in the late 1800s from England and has over the years become a very popular and sought after candy. Lakritsroten has over 700 different types of licorice and candy to enjoy. Popular flavors are salted liquorice and black liquorice.
4. Swedish Horse The Dalecarlian or ‘Dala’ horse is a traditional carved, painted wooden statue of a horse originating in the Swedish province of Dalarna. In old days the horse was mostly used as a toy for children; in modern times it’s now a symbol of Sweden. Bring one back for your favourite niece or nephew or for that brother of yours that refuses to grow up.
5. Candles and Candle Holders. Poke your head in any restaurant and you’ll soon discover the Swedish obsession for candles. I reckon it has to do with their penchant for cozyness and their forever fight against the darkness (not the Star Wars dark stuff, but the night time stuff). Regardless, their glimmer and shine looks beautiful and shops carry a minefield of stylish and simplistic holders to accommodate them. Look for the environmentally friendly ‘Sterin’ candles which are better than soy and the most popular. Lagerhaus is the place to go with several locations throughout the city.
6. Lights The light fixtures in this town never cease to amaze me. Don’t settle for Ikea when there are so many unique styles here that will blow your mind. Many are below the price what you would pay for in the US. It will be worth getting them rewired when you bring them home! Växjö Elektriska on Sveavägen is an absolute must!
7. Nik Naks Need I say more, you’re in the world capital of homewares, (sorry Denmark!) you might as well bag yourself and a friend back home something gorgeous; this stuff you just can’t find outside of Scandinavia with their clean lines and bold, creative modernity! Trivets, vases, puzzles, notebooks, kitchen ware, as well as toys and decorative accessories are all good to look out for. You will find a lot of these and more at Design Torget.
8. Clogs You haven’t properly shopped in Sweden without trying on a pair or two of their quintessential wooden clogs! They may look uncomfortable but their famous round toe, subtle platform, leather straps and chunky heels make them feel surprisingly great! Swedish Hasbeens located on Nytorgsgatan are definitely worth putting your hooves into!
9. Clothes! And Other Stories, Arket, Weekday, as well as top designers such as Acne, Filippa K, Minimarket, Carin Wester & Grandpa are top clothing shop choices. >>TOP TIP: Make sure to stalk out Acne Archives in Vasastan (nearest T-bana St: Eriksplan) for the best prices on reduced Acne pieces from previous collections – up to 75% off. Come early as the shop gets quite full during the day.
10. Snus Try it once if you’re feeling brave and have had a drink or two or three! Snus is the reason why you don’t see many Swedes smoking. It’s a type of moist powdered tobacco inside a teeny cheesecloth type sack about a 3/4 of an inch long that is typically held inside your mouth between the lips and gums. Head down to Swedish Match to see a selection of their finest.

Shop Stockholm Style:

Is Stockholm on your bucket list or have you already been? Drop us a line and let us know below! Tack så mycket och vi ses!