Temperatures are dropping, the clocks have gone back, nights are getting darker, and it’s time to update your autumn winter wardrobe with some new pieces for this season. And when it comes to winter fashion, you can’t go wrong with a Scandi brand.
Nordic and Scandinavian fashion tends to lean towards classic cuts and minimalist looks. You can base your capsule wardrobe around these pieces, and if you choose well they should last you for years.
Many Scandinavian fashion brands also utilise sustainably sourced materials and low-impact production processes, so they’re definitely worth investigating if you’re concerned about the impact of the fashion industry on the environment.
Here are our picks for five Scandi fashion brands to seek out this season.
A Day’s March
A Day’s March was founded in 2014. The founders Marcus Gårdö, Pelle Lundquist and Stefan Pagréus were driven by the conviction that you can sell good shirts, sneakers or quality denim to half the price of what the traditional, exclusive fashion brands are charging. This is achieved by skipping wholesale and thereby skipping the mark-up, and selling solely in their own stores and online at adaysmarch.com. The first store opened in 2014 on Kungsgatan in Stockholm, with three more stores opening the following years in Mall of Scandinavia, on Södra Larmgatan in Gothenburg and on Nytorgsgatan in Stockholm. In 2018, the first store outside of Sweden opened on Berwick Street in London, the second opened in Copenhagen, on Kronprinsensgade in May 2019.
A Day’s March’s focus is to offer clean-cut basics for men. The name derives from an old
military term referring to how far an army could move in a single day, which is fitting for a clothing brand that helps the customers go through the triumphs and troubles of everyday life with their head held high. The inspiration comes from classic American and Italian menswear, music and film, military apparel and sportswear — everything interpreted with a Scandinavian aesthetic. A Day’s March, who believes in reliable and long-lasting garments, encourages their costumers to consume on a long term basis and turns against throwaway fashion. A Day’s March is working with trusted and licensed producers, mainly in Europe, and a substantial part of their products are made from organic cotton.
Price range: £35 (beanie) to £275 (wool coat)
Where to buy in London: 39 Berwick StSoho, London W1F 8RU
Copenhagen-based Norse Projects was founded in 2004 as a streetwear store. It launched its first menswear collection in 2009, followed by womenswear in 2015. Inspired by Nordic nature, and with the aim of bringing streetwear and high-end fashion together, the brand focuses on simple basics made from high quality premium materials.
Norse Projects has also collaborated with several artists and other fashion brands including Vans, Adidas, and Liberty London.
Price range: From around £50 for a men’s t-shirt to £1,350 for a Harris Tweed Gore-Tex coat
Where to buy in London: Stuarts London, Goodhood, Urban Excess, Liberty
Samsøe & Samsøe
Danish brand Samsøe & Samsøe opened their first flagship London store earlier this year, following successful retail concessions in Selfridges and Harvey Nichols.
Samsøe & Samsøe takes the classic Scandi minimalist aesthetic and combines it with a vibrant colour palette, contrasting textures, and playful details. Some of their pieces to look out for this season include a cuddly faux-shearling khaki coat, a high-neck blouse in jade crepe, and a metallic jacquard party dress with puff sleeves.
Price range: from £25 for a plain women’s tee to £500 for a pair of leather leggings.
Where to buy in London: Samsøe & Samsøe, 47 Beak St, Soho, London W1F 9SE
Yet another Copenhagen-based fashion label, Danish designer Mads Nørgaard creates colourful and young styles with a distinct Scandi feel – somewhere between H&M and COS. Mads Nørgaard doesn’t believe in fast fashion, and their pieces are designed to be classic, timeless, and created with minimal environmental impact.
This season we’re loving their Icelandic knits and check wool jackets in a variety of bold colourways, the striped long-sleeve tuba t-shirts, and a blue leopard print jumpsuit with ¾ length sleeves.
Price range: £26 for a basic t-shirt to £400 for a classic coat.
Where to buy in London: Harvey Nichols, Anthropologie, Aida Shoreditch,
No list of Scandi fashion brands would be complete without Ganni, and in fact the Danish brand’s popularity in the UK is largely responsible for the huge selection of Scandinavian labels that are now available here.
Ganni strikes the perfect balance between high-end style, affordability, and wearability. Its prices are higher than high-street brands but the pieces manage to retain their luxury feel while still being attainable.
The brand is an influencer-favourite, and also boasts several celebrity fans including Beyonce, Gigi Hadid, Kendall Jenner, and Pippa Middleton. Ganni opened its first UK flagship in Soho earlier this year, so now it’s easier for everyone to get their Scandi fashion fix.
Price range: from £90 for a long-sleeved top to £600 for a leather biker jacket
Where to buy in London: Ganni, 36 Beak St, Soho, London W1F 9RF