There’s no denying the It-girl chic of Scandinavian women. From their thong-laden (yes, they're chic) feet in summer to their fur-lined backs in winter, the ladies of Copenhagen, Oslo and Stockholm know how to dress. So it only makes sense that their go-to local brands are just as cool. We’ve rounded up our favourite names to know from the region below, so you too can go forth and shop.
One of Copenhagen’s coolest new streetwear labels, MUF10 sees logo printed jackets alongside hoodies and printed pants, worn best by both men and women. Conceptualised by Iranian-born, Danish designer Reza Etamadi, the label has attracted attention for its progressive take on fashion — Etamadi famously protested Demark’s burqa ban during a 2018 show — and showcases collection after collection of innovative and boundary-pushing streetwear pieces.
Rotate Birger Christensen
Founded by influencers Jeanette Madsen and Thora Valdimars, two of the region’s best dressed women, Rotate Birger Christensen does laid back and cool clothes in spades. Whether it’s a puff sleeved summer dress or a metallic knit, this cooler-than-thou brand knows how to make pretty, punchy clothing.
It’s probably the region’s best known brand at the moment, with good reason. From panache prints to innovative cuts, Ganni’s ever-changing style has become something of a uniform for fashion girls across the world. With a current focus on Western silhouettes, we suggest stocking up quickly before Ganni’s signature prints become bona fide collectors pieces.
One for the cold weather, Norwegian label Holzweiler makes knitwear and cold weather separates you’ll want to live in, come July. Genderless and cozy, this brand’s pieces have become a must for the Scandi streetwear set, and with a collaboration with the Kylie Jenner-approved favourite Storm already under their belt, we’re guessing it’s only the beginning.
If hundreds of people lining up around a Copenhagen street block just to get into this brand’s warehouse sale is anything to go by, you know you’re onto a good thing. One of Denmark’s premiere fashion houses, Wood Wood has gained a rep as a go-to for the everyday wardrobes of Scandinavia’s coolest set. From coloured jeans to off duty jackets, Wood Wood is a must for anyone looking to get in with the locals.
Founded in 2006, Stine Goya has become one of the most-loved Scandi brands out there. The Copenhagen-based label is known for its colourful takes on party dressing, and has made a name for itself through cute prints and pretty patterns.
Fashion’s obsession with all things pretty and pouffy peaked with Cecilie Bahnsen, the Copenhagen-based designer who has fast become one of the most anticipated faces to watch every season. The LVMH Prize finalist is known for her floaty dresses in shades of white, black and pastel, and is now stocked at global juggernauts like MatchesFashion.com.
There’s something about Cecilie! Cecilie Copenhagen’s Middle Eastern-inspired prints have become a favourite everywhere from Sydney to New York, thanks to their laid back cuts and off duty aesthetic. Whether it’s one of her slouchy day dresses or her new, sophisticated turn at evening wear, this brand will sedate any lover of patterns.
Once an under-the-radar label specialising in It girl coats, Saks Potts has now become one of the most in-demand labels in the world. The masterminds behind the brand, Barbara Potts and Cathrine Saks, have hit fashion gold with their individual take on logo dressing — even attracting the attention of Kendall Jenner, Selena Gomez and North West (yes, the five-year-old), who have all worn their designs.