The capital of West Sweden is a booming design destination. Here are a few of the shops you should visit.
Whether you are after fast fashion, high end boutiques or unique handicraft, Gothenburg and its many distinct neighbourhoods offers a fantastic shopping experience. Hit one of the central shopping malls; try Nordstan or Arkaden Galleria, or traditional Nordiska Kompaniet and you’ll find a great mix of styles — but do make sure you check out these local gems, too:
MAGASINSGATAN: DR DENIM AND INTERIOR DESIGN
Founded in 2004, this Gothenburg brand has gone from underdog to firm fashion favourite on the Swedish denim scene. Their shop on trendy Magasinsgatan is well worth a visit, and with their signature concept of affordable, functional denim staples, you are sure to leave with something very cool.
If interior design is your thing then make sure not to miss Artilleriet on the very same street, and just a ten minute walk away sits Helena Gibson’s workshop — do pop in for a modern take on old glass artistry.
CITY CENTRE: MONKI
Fashion, music, illustrations, style, sisterhood. Let’s face it, any brand going by that motto has our support. Founded in Gothenburg in 2006 Monki has captured, and helped shape, millennial style with their unapologetic, intersectional feminism permeating their playful designs. From their unretouched, stunning, Good Vibes Only swimwear campaign to their brilliant ongoing Periods Are Cool project, Monki proves they have got women, and equality, at the heart of their design.
An interesting side note is that Monki is owned by affordable fashion giant H&M, a company that takes gender equality very seriously and that featured lesbian kissing in a recent campaign. Other H&M brands include & other stories, COS and Weekday (check out their gender neutral Pride collection) and they all do their bit bringing feminism to the high street. Monki has several shops in Gothenburg, including one on Kungsgatan.
MAJORNA: FRIDA MALARBORN HOSHINO
For less high street and more handmade craft, head to Majorna, the hip and relaxed neighbourhood in West Gothenburg full of artists, cafés and Swedish design culture. One of the artists working in an atelier on the street of Carnegiegatan is ceramicist Frida Mälarborn Hoshino, whose hand rolled plates, bowls and mugs can be seen all over social media. She achieves the smoke effect that we associate with her works by mixing different clays (you can see her do it here) and creating patterns by picking pieces that fit together well. It’s mesmerisingly beautiful.
For more local talent in the Majorna district, see graphic design shop Pop-In.
SOUTHERN GOTHENBURG: NUDIE
Having worked in fashion for many years, Maria Erixon was tired of the commercial cycle of buying clothes and throwing them away when she founded Nudie Jeans in Gothenburg in 2001. She wanted to change that — and the concept that Erixon came up with has gone on to travel the world. The idea behind Nudie’s jeans is that you never wash them, or at least as rarely as possible, and that you get them repaired when they needed. The shops even come with free repair studios, and once you are finished with a pair you hand them back and they use the material for more repairs. Made from 100% organic cotton sourced mainly from India, where Nudie pays workers a living wage as opposed to a minimum one, these jeans are made with great social awareness — and they happen to be very cool, too.
Both of Nudie’s Gothenburg shops are located in the South of the city centre.
HAGA: TWIST & TANGO
Continue to head south and you will soon happen upon the picturesque district of Haga. Here we find not only cobbled streets and giant cinnamon rolls, but art gallery Sintra, craft shop Haga of Sweden and Swedish fashion giant Twist & Tango. Founded in 1995 with the core values of fun, simple, personal and feminine, this sustainably aware fashion brand captures perfectly the sense of Swedish femininity, the essence of freedom and the vibe of Gothenburg.
For more shopping tips see goteborg.com