Fashion brands from Sweden
This directory lists 129 fashion brands from Sweden. Premium and contemporary labels form the largest group, followed by sportswear and outdoor, footwear, and bags, accessories and eyewear. The price structure leans towards premium, with a sizeable mid-market and a small value segment. Stockholm is the main centre, followed by Gothenburg, Borås and the ski resort of Åre.
Swedish brands typically combine wholesale with strong e-commerce, and many also run their own stores. H&M Group is the largest owner, and other brands belong to groups such as Maus Frères. Notable names include H&M, Tiger of Sweden and Eton in menswear, the outdoor brands Haglöfs, Didriksons and Lundhags, the children's shoe brand Kavat and the online retailer Ellos. Borås has a long textile tradition and remains an important location for Swedish fashion and e-commerce companies.
Luxury and designer houses
2Premium and contemporary
45Mass market and fast fashion
6Sportswear and outdoor
20Denim and casualwear
4Footwear
15Bags, accessories and eyewear
12Jewellery and watches
6Lingerie, swimwear and hosiery
4Childrenswear
5Digital-native and DTC brands
7Streetwear and youth culture
3Frequently asked questions
Which fashion brands come from Sweden?
The 129 Swedish brands in this directory include H&M, Tiger of Sweden, Eton, Haglöfs, Didriksons and Kavat.
How do Swedish fashion brands sell?
73 per cent of Swedish brands sell through wholesale. Almost all also sell through their own e-commerce, and many operate their own stores.