Style in Sweden

During the last weeks I saw a shirt appearing in different locations worn by very different people.

This one:

No matter which age, gender or location this shirt is just damn popular at the moment. You can see brats at Stureplan with this shirt, DJs in Malmö and students in Lund. So I’m wondering what’s so deal with this shirt? What is so special about it that that it unifies classes, genders and cities in Sweden?

First of all, there’s Kate Moss on it. Ok, she is a supermodel and she’s definitely one of the most beautiful and interesting celebrities in the world (in case you like heroin models). On the other hand, Kate Moss is not really a new phenomenon. So what then?

Maybe because she is naked?! People like to see skinny female bodies. But don’t we see thousands of naked skinny women everyday in the media? That can’t be the point.

Is it the cigarette that reminds us of her turbulent relationship with Pete Doherty? We like to see that celebrities are not perfect and do ‘bad things’, too. But is that really enough? If I think of Kate Moss I remember all her cocaine stories. A cigarette is almost ridiculous in comparison with sniffing drugs.

Maybe it’s her sexy look. But when does she not look sexy?

To be honest, I’m still confused. I think it might be the fact that a sexy-looking, smoking and half naked Kate Moss is on a shirt and not in some gossip magazine. Or do you have any other ideas?

Pictures from Nelly

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…sings Uffie in her song ‘Ready to Uff’. Brats. Or in Swedish stekare. I think I’ve never seen such a stereotypical group of people before. How they look like? Brats are rich (or at least pretend to be) and always dressed in very expensive designer clothes (Chanel, Gucci, Hugo Boss, etc). Their skin is so tanned that I’m wondering if they really live in Sweden and not somewhere in Miami. Huge Ray-Ban sunglasses underline this summer feeling.

That’s not that strange so far.  Sometimes I also buy expensive clothes and I want so badly Ray-Ban sunglasses. Ok, I prefer porcelain white doll skin but I can understand if people in Nordic countries need some sun during the long and cold winters.

But what the hell happened to the hair of the guys? How it looks like? Slicked-back with masses of hair gel!

Like here…

I really don’t want to insult anybody but if you have such a haircut in Germany you might be in the porn business. I mean how can anybody have this style in 2009?? And the weirdest thing is that almost every brat proudly has this haircut. Maybe it is some kind of ‘must-have’ if you want to party at all the fancy clubs at Stureplan in Stockholm?! Or is it symbol for wealth in Sweden? Well, then I prefer to be poor.

Maybe brats just need some inspirations and impulses for a new haircut. Here’s my offer to you if you are a brat. I will go with you to the hairdresser and together we devise a new hairstyle for you. I promise you will look fantastic. And don’t worry! You won’t have a crew cut just because I’m German. I think it looks as horrible as slicked-back hair.

I promise you that all the girls will love you. There’s just one thing that I want to have for my advice…your Ray-Ban sunglasses…

Pictures from  Mattiasa.

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“Do you remember the nerds with the ‘kick my ass’ post-it on their back?  The skinny ones with grandpa shirts, suspenders and huge glasses? Like the glasses that Willy Tanner had in the 80s sitcom ‘Alf’”, said my friend Kathy during a visit here in Sweden. “Well, have you recognised that Swedish guys have the same style…?”

Swedes are very thoughtful when it comes to their clothes, hair and style in general. Many people here spend a lot of money on their look no matter if they want to look expensive with a lot of brands or alternative in vintage garments.

One of the first Swedish norms that I learnt said that you shouldn’t brag. That’s socially unaccepted! I think when it comes to fashion (maybe also other things) Swedes apparently forget this norm. I don’t know how many times I’ve heart that Germans have the worst style in the world and British people are just ugly. For some reason, it’s ok to brag in terms of fashion and style.

Many foreigners think that Swedes are totally overdressed. Being more tolerant with the girls, most guys are labelled as gay. I actually like the Swedish style…even the Willy Tanner glasses and the grandpa shirts. However, I think that this country needs a little bit more diversity and creativity in terms of style. I mean Willy Tanner glasses are cool but isn’t boring if EVERYBODY has exactly the same type of glasses??

A few weeks ago I found for example this band poster here in Lund and took a picture of it to send it to Kathy. I think it’s hilarious!

That’s definitely too much Willie Tanner! Every guy in this band (unfortunately I forgot the name of the band…maybe the Willy Tanners?) has the same fucking glasses! Doesn’t it look like a uniform? Like some Indiepop soldiers? That’s just boring. Really boring! Equality is great…but not in fashion! 

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