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In recent years Gothenburg has profiled itself as a flourishing design city with many local fashion designers who have attracted international acclaim.
Thanks to the textile traditions of western Sweden and sources of emerging talent such as the Swedish School of Textiles in Borås, Tillskärarakademien and the School of Design and Crafts, Gothenburg has become a hotspot for fashion design on the world map. Nudie Jeans is a good example of this trend. Based in Gothenburg and run by Maria Levin, Nudie Jeans has become an international success through its innovative interpretation of denim culture and a commitment to social and ecological sustainability. Like Nudie, Elvine takes its inspiration from Gothenburg’s music scene and alternative culture. Thanks to Daniel Mänd’s deft styling, practical, hard-wearing clothing takes on a smart and sophisticated look. Elvine’s jackets have become especially popular and are sold in stores all over Europe. Monki, based in Gothenburg, is another success story. With its distinctive concept and clear marketing at young women, this brand has established a following in Sweden and abroad. Its founders are Linda Friberg, Adam Friberg and Lasse Karlsson, who now share office premises with the equally successful Weekday. Other Gothenburg brands with a slightly lower profile include the preppy and minimalist Velour, the avant garde unisex Skyward and the timeless marine look of Emma & Malena.
Each year offers Gothenburg label Nudie their 100 agents a visit in Gothenburg. There are people from around 25 countries who work with fashion and design, and many of them have come to like it a lot in Gothenburg. Here's' Nudie soul, as they say themselves.
