The Svea Saga
– Crafting Sweden’s Fashion Future
From a vibrant streetwear collective to a bastion of Scandinavian fashion, Svea has charted a course through the waves of trends and trials. Established during the cultural ferment of the late 90s, Svea emerged not just as a brand but as a statement of youth and rebellion. Under the visionary leadership of Kiki Wallmansson, Svea evolved from grassroots creativity into a hallmark of quality and innovation in Swedish fashion. Today, Svea continues to thrive under new stewardship, carrying forward a legacy of style that speaks to both past influences and future ambitions.
Kiki’s leadership was instrumental in propelling Svea to the forefront of the Scandinavian fashion scene.
Ricky Sandström, circa 1998, one of Svea’s founders.
Svea pioneers Swedish streetwear by merging classic influences with distinctive contemporary flair
From its grassroots inception in 1998, Svea emerged not merely as a brand, but as a cultural phenomenon that reshaped Swedish streetwear. Originally founded as a skate collective by a trio including Ricky Sandström and Andreas Engelkes, the brand found its true form when Kiki Wallmansson, a visionary with deep roots in textile design, steered its course through the tumultuous waves of the fashion industry.
Under Kiki’s guidance, Svea transcended its humble beginnings to become a beacon of urban style, blending edgy designs with a robust business acumen. This transformation was fueled not by mere chance, but through a deliberate reinvigoration during the brand’s precarious phases, including a pivotal recovery from financial strife.
Iconic designs & signature pieces of Svea
Svea’s impact on fashion is underscored by iconic products that perfectly meld Swedish practicality with a flair for modern aesthetics. The School Jacket emerged as Svea’s first viral sensation, ubiquitous in school yearbooks across Sweden, symbolizing its immense popularity.
The Kim Hat, beloved by all and forgotten by none, soared in popularity with over 300,000 units sold, making it a true commercial triumph.
Meanwhile, the Smith Jacket is a quintessential winter parka—down-filled, faux fur-lined, and as stylish today as when it first hit the market in the early 2000s. It’s complemented by the Miss Smith, a slimmer version tailored for women, which together illustrate Svea’s commitment to quality and its enduring influence on street style.
The Making of a Streetwear Legend: Svea’s Early Days (1998-2008)
Svea is founded as a skate collective , initially focusing on branded skate hardware imported from the USA.
Launch of Svea’s first clothing collection, designed on a freelance basis by Kiki Wallmansson.
The family took full ownership of the brand and Kiki left her role as Head of Design at JC to dedicate herself entirely to Svea..
Introduction of the “Smith Jacket,” an instant success. Svea opens its first dedicated store in Båstad..
Svea opens a new store in the prestigious Birger Jarlspassagen in Stockholm, enhancing its presence in the Swedish capital.
The “Kim Hat” surpasses 300,000 units sold, cementing its status as one of Svea’s iconic products.
Sporting the 2021 Svea leisurewear collection, designed by John-John Wallmansson. This line redefines sportswear as everyday chic, merging comfort with style in looks that sold out rapidly across all digital platforms
Next generation leadership driving Svea’s digital transformation
As the next generation of Wallmanssons, Ted and John-John stepped forward with a visionary approach to transition Svea from its traditional B2B framework to a dynamic D2C model. Building on the groundwork laid by Kiki Wallmansson, they began redefining the company’s strategic direction around 2015, aiming to make Svea a self-sustaining brand with minimal reliance on retailers.
The transformation kicked into high gear in 2018, with significant investments in digital platforms and integrations with online marketplaces. This shift not only preserved Svea’s established physical stores but also strategically selected retailers to support the financial aspects of the digital pivot. Ted’s growing acumen in digital marketing and e-commerce, coupled with John-John’s innovative product designs, was instrumental in this new phase.
Svea made a notable impact on the internet, seeing a surge in sales both domestically and globally. The brand became a prominent figure on social media, gaining organic endorsements from well-known influencers like Bianca Ingrosso and Matilda Djerf without formal partnerships. Moreover, Svea’s products topped sales charts at major external marketplaces like Åhléns and Afound, where they led as the number one external seller, demonstrating the effectiveness of their revamped business strategy.
Ted and John-John, united in creativity within the photo studio, where their vision for Svea truly came to life—ushering in a new era as the driving force behind the brand’s next generation.
Svea’s Bold Evolution, From Local to Global (2010-2021)
The brothers Ted and John-John Wallmansson join the management team, focusing on modernizing the brand’s digital marketing strategies and e-commerce platforms.
Svea strengthens its international presence, launching multi-language websites and securing distribution agreements with major European online fashion retailers.
Opening retail stores in Asia, such as Sogo in Hong Kong, Svea strengthens its global presence and underscores its ambition to be a global player.
Celebrating 20 years, Svea hosts a grand fashion show and party at the Textile Fashion Center in Borås to honor two decades of fashion influence.
The Wallmansson family sold their beloved “baby” to the listed company Boozt, marking the end of an era but not for the Swedish success story, Svea..
”Our brand has naturally featured in the feeds of prominent influencers,
affirming our appeal and impact within our target market.”
John-John Wallmansson
@biancaingrosso
@seoulsisters
@elsaekman
@alicestenlof
@puinam
Over the years, even the Swedish royal family has been spotted wearing
Svea, further solidifying our status in the fashion industry.
HRH Princess Sofia and HRH Prince Carl Philip at Vasaloppet 2022 (Photo by Nisse Schmidt).
Prince Alexander of Sweden wearing a classic Svea Smith Jacket (Photo by Nisse Schmidt).
@elsaekman
The Svea saga is a testament to true success, forever a cherished member of the Wallmansson legacy – embodying both business acumen and heartfelt passion.
As Svea continues to evolve under new ownership, Kiki Wallmansson looks back with pride at the indelible mark she and her family have left on the brand. Her legacy of innovative leadership and creative excellence will continue to inspire the future of Svea.
