Style in Sweden

Being hip is something that many people are striving after although they would never admit it. Trying to be hip is like watching the Eurovision Song Context: you would never admit that you do it on purpose. It’s always like “Well, there was nothing else on TV” or “No, I didn’t actually search for this vintage dress. I found it by accident in my grandmother’s closet.”

I recently read a book that broke this taboo. Charlotte Lundqvist and Christin Persson describe in their “Guide of the hip Swedes” (Hippa Svenskars Guide) in a funny and (self-) ironic way how to be hip in Sweden and divide hipsters in six categories.  

I think it is particularly interesting to read the book as an immigrant in Sweden since you recognise the looks and behaviour and learn something about Swedish subcultures. It is the perfect book for commuters as you always have at least one hipster right in front of you.

Are you wondering now if you have already become a Swedish hipster? Just check it out: 

The geek girl (Geektjejen)

The geek girl, also called “La Garçonne” as she likes to wear her boyfriend’s clothes, usually goes shopping at Weekday, American Apparel and Tjallamalla. She listens to Grace Jones, early Madonna, indie rock and electro. She is the queen of social media and twitters about every detail in her life.  

The street style fellow (Gubbstreetkillen)

The street style fellow checks “The Sartorialist” every day. He mostly wears brown and beige shades and has huge roundish glasses, trench coats and cardigans with leather elbow patches from Henrik Vibskov or Raf Simons. His favourite band is Daft Punk.

The pop lady (Poptanten)

The pop lady is usually dressed in high-necked blouses and knee length skirts. She likes baking and cooking and is interested in the environment which is why she only buys ecologic food.

The usual Swede hipster (Svennehipstern)

She usual Swede hipster loves 8 bits Nintendo although he has all games on his computer. He listens to Bob Hund, The Strokes and Mando Diao and played in a Misfits cover band when he was a teenager. His favourite pants are Cheap Monday jeans on which you can always see the outlines of his Göteborgs Rapé snus box.

The French girl (Fransyskan)

The French girl lives in an arty apartment with stucco and high ceilings in Stockholm Södermalm. Her favourite garment is the classic Chanel 2.55 flap bag. Her favourite musician is Nina Simone.

The club hipster (Klubbhipstern)

The club hipster is partying all over Europe, preferably at the clubs Fabric in London or Berghain in Berlin. He is very picky when it comes to music and only listens to remixes of the French label Kitsuné. His favourite fashion labels are Wood Wood and Comme de Garçons. His hair is trimmed in the back while the styled fringe is long. He probably works as a graphic designer (or at least he wants to) and never leaves the house without his MacBook Pro.

After my boyfriend had read some parts of the guide he asked me, which hipster I am. “I think I am a mix between a usual Swede hipster and a club hipster with pop lady and French girl features,” I said. He laughed and meant that I am none of these stereotypes. I actually liked that.

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