Svensson‘ first began in basement clubs in a bohemian part of Malmö, Sweden, in the late 90s, where artists like ‘Swedish Looptroop’ rapped their political lyrics. A couple of years later in 2002, the two brothers and founders of Svensson, Mariano Leone and Matias Alfieri felt there was a gap in Swedish media. The brothers aspired to give voice to underground media, fashion, art and music, so they joined together and created the cutting edge magazine Svensson. A third member of the team, Therese Lilja joined shortly after. Together they opened the Svensson shop doors in 2005 becoming an inventive studio combination of gallery, shop and magazine. “Tro att det är viktigt det man gör annars kan man lika ta vilket job som helst.”(“Believe in what you do is important, otherwise you might as well take any job.”) says co-founder Matias.

In the beginning the shop took in labels like Stone island, Thomas burberry, DATE. In December that same year the small collective came out with the first pair of Svensson jeans. In 2007-2008 their collection was in full swing. To be able to put more time into their design, quality and production, they have chosen only to focus on the shop for the time being. Although they still take part in publicity projects like, for example, a series of posters for the Swedish election, where a poster was each week released featuring a text to contribute to the debate and initiate new thinking.

 Svensson is relatively new so “it is important to keep looking at previous collections and learn from mistakes and always keep improving from previous seasons”. Secondly, they like to keep a simplicity to their apparel. “Enkelheten i plaggen tillåter personen komma fram” (“The simplicity in the clothing allows for the person to shine through”).

Svensson has a goal not to overproduce and to always keep a high quality clothing line, which holds more value to Svensson than selling in quantity. Looking to the future, they’d like to pursue their dream to only produce a collection on demand whilst developing Svensson as a label both in Sweden and internationally. Along the way, a few words of wisdom, “Det är inte vad du bär, det är vad du gör när du bär det” (“It’s not what you wear, it’s what you do when you wear it”).


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