After Travelling to Norway and Denmark, I’m Convinced These are the 9 Best Scandi Fashion Brands

A little further north of the classic fashion capitals lies a region equally worthy of praise and recognition—Scandinavia. Referring to the peninsula home to Sweden, Denmark and Norway, this corner of the globe is internationally revered for the way its inhabitants approach dressing with an unabashed sense of optimism.

Always laden with an abundance of colour—perhaps as a way to ward off seasonal affective disorder, as some studies suggest—practical in nature and pieced together with such skill that endless dialogues have been dedicated to deciphering what makes this style so distinctive, the clothing worn by locals is unlike anything you’ll see anywhere else.

Who to attribute this individuality to, then? Well, it’s the abundance of Scandi fashion brands that are living and operating in this part of the world, of course.

These designers intimately know the context and climate of what these Nordic natives want in their wardrobes—utility, whimsy, flair and comfort.

If you look at how someone living in Stockholm, Copenhagen or Oslo spends their days, you’ll realise why these elements are crucial influences for the way they approach compiling a look. Activities like bike riding, cold plunges, sauna sessions and pastry runs are inextricably linked to the doings of these city dwellers, so ensembles will always balance utility with playfulness. In this way, the best Scandi fashion brands are the ones that always strike a harmony between these discords. It’s expressive and minimal, sporty yet soft, flouncy shapes underpinned with structure.

Still, there are minor differences between each of these settings, and the Scandi fashion brands that hail from each respective country excel in different areas. For instance, Danish designers are regarded for how they couple romance with verve, Norwegian labels prioritise natural fibres and traditional craftsmanship—something I saw for myself during a recent visit there—while Swedish brands thrive in sleek minimalism.

“Norwegian brands are quieter [compared to their neighbours], but it still speaks volumes,” says Elin O. Carlsen, CEO of Oslo Runway. “We are really good at having versatile wardrobes, styling things up and down. The coolest girls in Oslo will wear their wool sweaters overtop of their swimming costumes, for instance, so it’s a different kind of styling.” Still, you only need to look at the street style of Copenhagen Fashion Week or the number of brands that call Stockholm home to notice that Scandi brands are really deserving of their spotlight.