Emma och Malena
Emma och Malena is a Swedish fashion brand with roots in the Bohuslän archipelago on the west coast of Sweden. It makes clothes and accessories for all ages with a sea-inspired theme.
| Founders | Emma Landström and Malena Ostwald |
|---|---|
| Country | Sweden |
| Origin | Bohuslän archipelago |
| Range | Clothing and accessories for all ages |
| Website | emmaochmalena.com |
What is Emma och Malena?
Emma och Malena is a Swedish clothing and accessories brand founded by Emma Landström and Malena Ostwald. Both founders grew up in Bohuslän, on the west coast of Sweden, and their shared love of the archipelago is the starting point of the brand.
Products and positioning
The founders wanted to make sustainable, high-quality clothing, and that wish led to the creation of the label. The range covers all ages, from small children to adults, and includes dresses, sweaters and accessories. Designs follow an archipelago theme, and signature patterns often feature sea-related motifs such as fish, sailboats and seabirds.
- Dresses, sweaters and accessories
- Clothing for children and adults
- Patterns with fish, sailboats and seabirds
Why it matters
Emma och Malena is an example of a regional identity turned into a fashion brand. By tying its prints to a specific stretch of Swedish coastline, the label offers a recognisable look that sets it apart from generic Scandinavian basics, and by designing for the whole family it reaches several age groups with one visual language.
Frequently asked questions
Where is Emma och Malena from?
Emma och Malena is a Swedish brand with its roots in the Bohuslän archipelago on the Swedish west coast.
Who founded Emma och Malena?
The brand was founded by Emma Landström and Malena Ostwald.