 The interest in Swedish fashion internationally continues to increase. This is one of the reasons for the opening of the new fashion shop “Swensk” in Melbourne. The concept behind this shop is to sell strong Swedish fashion labels and nothing else.
“The ambition with “Swensk” is to create an official flagship store for Swedish fashion, that can be exported to other countries”, says Mats Ekström, founder of FfS International that owns the concept. The concept has been well received in Australia, not the least by media. Since the opening in June they have been contacted by journalists from Herald Sun, Men´s Style, Fashiontrend Australia and The Age.
“The reason is that Sweden as a brand is strong, but also that Swedish fashion still feels new and fresh. The exception is Nudie Jeans that almost every Aussie wears these days”. To start off with the shop has three labels; Whyred, Fifth Avenue Shoe Repair and Filippa K. “It is our ambition to get another five labels and then gradually spice things up with new promising Swedish labels”, says Mats Ekström. The next step is to act as a wholesaler and help distribute the different labels to local retailers. The shop “Swensk” will then be used as a showroom. The concept is to be established in Honk Kong as well. Cities like Tokyo, Cape Town and Dublin are interesting as well.
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