While many of the world’s most important fashion capitals struggle to adapt to modern changes in the market, one country is steadily performing throughout the uncertainty, not only holding their own but showing continued success and potential for growth.
The recent shift in influence from the runway to the streetstyle blog coupled with a newfound appreciation for simple and intelligent design at an accessible price is a contrasting combination which has challenged the traditional fashion establishment and slowly transformed Sweden into a leftfield powerhouse of modern fashion and retail.
Universally associated with a minimal and functional approach to all elements of life, Sweden’s “less is more” attitude exudes an intelligence and an air of “in the know” which resonates with the current global fashion climate to create huge international appeal. This modern way of looking at culture and design means the Swedish fashion industry has never been more relevant or desirable.
As a result, profits from Sweden’s International textile industry have steadily increased by over 10% per year since 2009 and the country’s total fashion and retail sector is expected to have doubled in value between 2012 and 2015.
At the heart of this exciting movement in fashion is the Swedish epicenter of economy, culture and design, Stockholm. Here you will find many of the industry's top up and coming influences in modern fashion today.
In addition to its cutting edge fashion status, Stockholm is also an incredibly vibrant city of commerce. It was ranked 4th in the International Top Cities of Opportunities report and it’s creative atmosphere boasts most innovations per capita in the world.
As a contemporary brand offering an accessible, design-focused product with a similar minimalistic ethos, WHISTLES could do incredibly well in this exciting new market.
