Swedishness is run by Nina and Mathias Strömberg. Nina started and ran legendary fashion shop NEU in Stockholm, mixing the best of Swedish high fashion with european avant-garde. Mathias is an art director with several large fashion, interior and food magazines on the cv. Their online shop is filled with Swedish design + quality souvenirs.
We have mixed a handful of Swedish brands with small handicraft shops and new talent, and have built our shop to live up to the high standards these producers demand Swedishness will hopefully evoke the same feelings you get when you enter a quality physical shop. You want to look around and get filled with ideas, and discover things you never knew you wanted. Our blog is all about Swedish design and creates added bookmarking value. We want our customers to return not only with a shopping mission, but also to read and get inspired.