ANDREA G DESIGN is a non-fashion brand that stands for sustainable and ethical fashion. Andrea G is for strong and indepen- dent women all over the world, and the first collection is called The 24 Hour Dress – a colorful line of dresses inspired by New York City, Stockholm and Swedish craftsmanship. The dresses can be used around the clock at any occasion and offers great variation. The brand is for you if you believe fashion is not just a surface but also a reflection of your personality and the values you stand for. ANDREA G is a brand with a holistic philosophy. We are always open to hear your own thoughts on everything from a dress to the full collection. With Andrea G, you get to take part in a movement beyond the products, a purpose beyond looking nice, as a share of the profit from all sales goes straight to Vaggan and its charitywork with orphanages. As a small brand Andrea G believes in contributions that make a big difference in a small context.

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Arelalizza was established in 2006. The designers felt the need to create a collection combining simple Scandinavian designs with luxurious natural materials like cashmere and silk. Arelalizza is inspired by women whose style is relaxed, graceful and natural. The collections consist of timeless pieces that comment on the present fashion and have a voice of their own. The woman who wears Arelalizza values the change of the seasons – the crisp air and vivid colors of the fall and the inspirational spring days that awaken the urge to create, dig in the garden and socialize. She enjoys nature, long walks on city streets, exploring new places, meeting new people – seeing beauty in everyday life. Quality and honesty are essential values when choosing her surroundings, whether it is fashion, people or places. Rather than trends, clean shapes, savory colors, and natural materials that breathe and caress her skin define her style. She has a respect for her clothes and the people around her, and she wants to invest her time in taking good care of them. For her, beauty is integrity.

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Björn Axén is the strongest brand within Swedish haircare, the company has nearly 50 years of experience with professional haircare – and styling and operate salons in Stockholm and Gothenburg divided into two concepts; Björn Axén and Urban by Björn Axén. Each concept has a full range of styling – and haircare products. The Urban by Björn Axén crew is very inspired by subcultures and has much stronger street connotations when creating hair styles and styling products. Their focus is to bring out the best in each client’s individuality and this is also expressed in their range of styling products.

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Björn Borg is a Swedish tennis player and one of the most iconic sportsmen in history. Björn Borg’s unique style and rock-star qualities was the inspiration when we started the Björn Borg brand in 1984. Nowadays Björn Borg is an international fashion brand with a focus on colorful fashion underwear, sportswear, bags, footwear, eyewear and fragrances. Björn Borg says JA! because, well, we’re Swedish. Björn Borg says JA! to changing the game, just like the tennis legend who gave us our name. Björn Borg says JA! to having fun with fashion. After all, we make clothes for people not models. Björn Borg says JA! to JA! because JA is the new NO! It liberates us to do anything, be anything, express anything, challenge anything and create anything not just in fashion but life as well. So, if you are with us, just say JA!

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Erik & Emilia are the founders of the Nordic brand E&E Glasses. The two designers came up with the idea for the brand during a snowmobile ride, and E&E glasses and sunglasses are inspired and named after places in Swedish Lapland. The frame Jukkasjärvi Ice is inspired by the famous ice hotel in Jukkasjärvi, and the glasses Burträsk are named after a small place in northern Sweden, world famous for its cheese. Erik & Emilia, living and working together in Swedish Lapland have outlined the color setting on their eyewear from the local nature and environment. The green color is from the aurora borealis, the northern light, the white from snow and the orange color on the glasses from cloudberries. The glasses by E&E are designed to be worn as an accessory, with or without prescription. Wear them to make your outfit complete. E&E glasses are handmade in acetate, through a high quality process to design the perfect fashion eyewear. Launched during fall 2009, E&E Glasses is today distributed in over 100 fashion and optical stores.

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Electrolux is a global leader in household appliances and appliances for professional use, selling more than 40 million products to customers in more than 150 markets every year. The company focuses on innovative products that are thoughtfully designed, based on extensive consumer insight, to meet the real needs of consumers and professionals. Electrolux products include refrigerators, dishwashers, washing machines, cookers, air-conditioners and small appliances such as vacuum cleaners sold under esteemed brands like Electrolux, AEG, Eureka and Frigidaire.

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Julia Lundsten has made a name for herself as a most promising and gifted shoe designer, with her label FINSK, launched in 2004. London based, Finnish born Lundsten, who has been dubbed the Eames of footwear, has established herself as a designer with a strong vision and unique, directional style. The renowned FINSK wooden wedge is already a 21st century style icon, and Finsk has become a fixture at New York Fashion Week and London Fashion Week through Lundsten’s collaborations with Ports 1961 and Basso & Brooke. Lundsten graduated from London’s Royal College of Art in 2003 and won the prestigious Manolo Blahnik Award two years running, the Finnish Young Designer of the Year Award and the Smart Card Design Prize. ‘Exquisite, divine and perfect’ are just some of the words Blahnik has used to describe Lundsten’s shoes. With an architect father and interior designer mother, Lundsten has cultivated an eye for design, clearly reflected in her work. Some of her biggest inspirations have derived from architecture, including buildings and furniture details as well as structures found in nature. Likening a shoe to a chair, Lundsten views the heel and sole as the chair legs, with the upper, the seat. Lundsten’s unique, modern designs are avant-garde yet supremely wearable. She cleverly uses contrasting leathers and wooden sculptured heels to create design masterpieces. The natural beauty of locally sourced materials is a significant component of each collection, each pair of shoes being handcrafted in an atelier in Brazil. The production process is as ethical as possible and all leathers used in Lundsten’s designs are by-products of other industries.

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The GAIA brand was started in 2009 by designer Gaia Brandt and the collections are handmade and mainly consist of one-off pieces done in a smaller number of styles. Gaia Brandt set up her own label in Copenhagen, Denmark. She has studied Fashion Design with Knitwear at Central Saint Martins College in London and has also been trained as a tailor. In the GAIA design simple silhouettes contrast with quirky details and an appealing treatment of color make up GAIA´s unmistakable look. Her work combines knit with vintage garments and is influenced by her interested in the composition of materials, qualities, structures, styles and colors – new and old. Her work evolves from a combination that cannot be decoded immediately but leaving a mysterious and poetic picture of the world we live in. Inspiration for this expression can be found in many places in our everyday lives, but also from the world of art. The visual tension between illusion and reality and how this works in context.

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Gestuz is inspired by backstage rock n’ roll life but with a hint of elegance and sweetness. This complimented by strong and cutting edge print stories and through a small selection of handcrafted, eye-catching pieces you get a chance to stand out from the crowd. Within Gestuz there is a whole universe to be found. This is not only created by the products, but also through the attitude that follows. When wearing Gestuz you express individuality, playfulness, rawness and strength. If you feel like being outrageous, sexy, ladylike or merely unique in your own personal sense, Gestuz fits every state of mind.

Gestuz has a mission to let the consumer discover its own personal style. This is done by creating styles that express the moment while at the same time allowing for fair prices. This creates diversity within the Gestuz universe, which is important since Gestuz is not aimed to fit just one personality.

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Guðrun & Guðrun is owned by two Faroese women and the creative process of design is very closely linked to the isolation of the place. “It’s good to come to Europe for input and inspiration, but it’s crucial to come back home to the silence and not be disturbed by the hectic life of fashion” the designer concludes. The most famous Gudrun & Gudrun lines are classic sweaters made from 100% untreated and undyed Faroese wool.

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Using lustrous, soft and precious materials, MASKA aims for perfect knitwear; durable in both material and design and with a love for yarn and the craft of knitting. Amazing yarns, dreams, nature and a passion for visual expressions inspire the collection.The materials are carefully chosen for their lasting beauty and only natural fibers are used; Inner Mongolian cashmere, mohair, silk, alpaca, Merino wool and Peruvian Pima cotton. Just like fine wine, each yarn has its own unique quality of shine, drape and softness.

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Minimarket was founded by the three sisters Sofie, Jennifer and Pernilla Elvestedt in 2006. Right from the beginning, Minimarket had an international focus and the success was due to the distinctive cocoon silhouettes of the brand, and the strong images that have always been important to Minimarket. Minimarket has developed a clear identity with garments, that are considered as typical for Minimarket worldwide. Today, a Minimarket collection consists of heavy knit garments, shoes and accessories. Minimarket speaks through colors and patterns, and has a cheerful approach to fashion as a whole. The brand stands for casual elegance – women should be able to dress fashionably for both everyday and special occasions, while still feeling comfortable. Minimarket wants fashion to be welcoming and inspiring for their customers. The models are strong girls, both in character and body, like Minimarket also wants to inspire the end user to be. Minimarket has twice won prestigious awards at the Swedish Elle Awards, newcomer of the year in 2008 and designer of the year in 2010 respectively.

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Accessories for boys and men with a vintage timeless feeling. There was a time when design and function worked as one. A time when you didn’t destroy a beautiful watch, or wallet, or whatever, with loads of unnecessary details. Details that added a zero to the price, but nothing to what you actually got. We believe in keeping it pure. We’re not following the latest trends, not inventing the wheel. We’re simply bringing back the best from history. Bringing back what once was lost. The ability to stay timeless. Nic & Mel has a collection of wallets, scarves , wristwatches, pocketwatches, iphone cases, keyholders and bracelets.

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The key ingredients to Odd Molly is not only looking great, but also feeling great using the corner stones of love-courage-integrity. Ever since the launch of the Odd Molly brand, the product development has evolved in the most tremendous ways, yet those key ingredients have remained the same. Odd Molly can today be found in the finest boutiques in over 1300 supreme locations in 40 countries. From Isetan in Tokyo to Fred Segal in Santa Monica, Odd Molly has won numerous awards across different categories on the Swedish and international fashion scenes, and is worn by everyone from women of small Greek villages to the pickiest celebrity actresses of Hollywood.

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The Oscar Magnuson philosophy considers eyewear to be not simply an accessory, but an accentuation of the wearer’s persona. Consequently the main Oscar Magnuson line of spectacles and sunglasses are each inspired and named after iconic characters of fact or fiction from Jackie O to Oscar Wilde’s hauntingly beautiful Dorian Gray. True to its Swedish roots, styles are smart, unpretentious and clean. These elements were refined and distilled in the summer of 2011 to create a new line of spectacles called 237 which feature finer frames. The brand has a strong interest in the art world with a gallery in New York and one in Stockholm both called Eldridge Optician. 237 is named after the address of the New York gallery and was designed with the people behind the creatives in mind. For 2012, the brand is releasing the first 237 sunglasses range. Oscar Magnuson can be found in the best eyewear stores from Selima Optique in New York to Brillenschneiderei in Berlin.

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Pilgrim was established in 1983 by the two Danes Annemette Markvad and Thomas Adamsen. In the early years they traveled around Denmark selling jewellery in the streets and at rock festivals. Swiftly their business started to grow and evolve into the international company Pilgrim is today. Now approximately 70 people are based in Pilgrim headquarters in Skanderborg, Denmark, and Pilgrim jewellery is sold in more than 5,000 retailers and concept stores around the world. Both founders are still very involved with the company. Annemette as creative director is ensuring that the spirit of Pilgrim is preserved while the designs stay fashionable and trendy. Thomas is now a part of the board of directors. Besides the founders a large group of creative and committed employees, partners, retailers and suppliers—all contribute to the Pilgrim spirit. This spirit is manifested in the Pilgrim foundationand in the company’s dedication to charity. A great example is the collaboration with Doctors without Borders. Since 2003 Pilgrim has supported the humanitarian organization, by yearly designing and producing special MSF products. All profits from these products are donated to Doctors without Borders – so far more than €1,735,000. Every single Pilgrim jewellery is handmade, hand painted and assembled by hand. On all items Pilgrim uses plating with either 925 sterling silver or 16 carat gold. The high quality and the fashionable design is the foundation of Pilgrim’s success, and with four collections a year Pilgrim will keep delivering unique designs to women around the world.

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Regina is a Swedish-based women’s clothing brand.The company was founded in 2003 by designer Regina Rönnqvist and has since then worked with both costume design and as a dedicated fashion brand. The design is characterized by a female silhouette, often inspired by vintage clothing. Unexpected combinations of materials, prints and colours together makes the style. The philosophy behind the clothes is simple; the only purpose is to make you feel like your own extra fine and special you.

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Tiger of Sweden is an old brand, started in 1903 in Uddevalla, a small town on the Swedish west coast. The brand has its foundation in a strong confection tradition and solid tailoring skills refined for 107 years. Tiger of Sweden works in close collaboration with the best fabric mills available, developing its own fabric designs that create the brand’s uniqueness. Combining materials with a clean cut based on craftsmanship creates the unique and beloved Tiger fit, whether it is a suit, blazer or a pair of jeans. Tiger of Sweden is worn by, among others, rock bands such as The Hives, Mando Diao and Kaiser Chiefs.

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