Sweden’s Understated Menswear Is Slowly Taking Over The World

Sweden is known for having some of the highest standards of living in the world. It’s revered for everything from the quality of its social welfare to its Eurovision competitors and more. In recent times, the Swedes have also become known for their sense of style and a cadre of menswear brands that are now giving their fellow European peers a run for their krona. Why, though? The Swedes practice something that’s very straightforward and arguably uninspiring to some—this being their monochromatic uniform. While that’s a sweeping generalization, the Swedes would agree that it’s a fair one. Dressing head-to-toe in a single color, with subtle nuances, is an elegant recipe for getting dressed no matter your locale. However, crediting the current appeal of Swedish menswear to that way of simple but effective styling is a disservice. Swedish menswear’s current moment is a byproduct of its index-topping cultural ecosystem, the result of decades of gentle evolution. Read more at Robb Report.