Scandinavian style in Gothenburg

Most of the shopping in Gothenburg is situated in the city center, making it easy to experience during a day. Many of the Scandinavian fashion labels, like Swedish brands Acne and Whyred, have their own stores here. If you’re traveling here from abroad you can most likely make some good bargains!


Nudie Jeans

One of few Gothenburg fashion labels that have made it big. Nudie Jeans was founded in 2001 and still have their headquarters in Gothenburg. Nudie Jeans make sustainable fashion and their environmental philosophy has been there from the start. Part of that is that they offer free repair of their jeans in store, whatever the date of purchase.

Axel Arigato

We continue with another fashion label from Gothenburg – this time it’s shoes. Axel Arigato started making their minimalist sneakers back in 2014, and have extended the brand to now include bags and clothes. They started out as an e-commerce brand but now also have physical stores in Gothenburg, London and Copenhagen.


Founded in Stockholm in 1999, Whyred label their clothes as “wearable garments with a modern touch“. They make collections for men and women and make bags and shoes as well. One of they founders, Roland Hjort, is from Gothenburg.

By Malene Birger

This Copenhagen brand opened their store in Gothenburg in February 2018. By Malene Birger make clothes, bags, shoes and accessories for women. Creative Director is Mathilde Torp Mader, she has previously worked for Mulberry, Sonia Rykiel and Marni. By Malene Birger use Scandinavian design principles — marrying functionality with aesthetics.


The first collection was launched in 2001 and the brand was founded in Stockholm. Hope call themselves a “fashion brand with a passion for high-quality garments that inspire and emphasize individual style“. Since 2017 the brand label all their clothes with both women’s and men’s sizes.

Samsøe & Samsøe

Danish brand Samsøe & Samsøe started in Copenhagen in 1993, back then they only sold jewellery. Today they are a well-known international brand that focuses on the Scandinavian minimalist style. The Gothenburg store opened its doors in 2015.



Swedish bag brand that was founded in 2004. Sandqvist make stylish and long lasting everyday bags. They have a clear environmental focus and the design has a clear Swedish heritage. In Gothenburg they used to have their store on Andra Långgatan, the famous street with lots of bars, but they recently moved to the city center.


This Is Gothenburg [2019]