Gothenburg: Sweden’s Secret City

Welcome to Gothenburg, otherwise known as ‘Little London’ and one of Sweden’s best-kept secrets. If you ever feel the need to breathe in some refreshing Scandinavian air but are looking for a slower pace of life than the fast-moving New York vibe of Stockholm, Gothenburg on Sweden’s west coast is surely the place to be. With its veil of still being relatively unknown, or rather, more frequently bypassed for the busier capital, here you can beat the crowds and explore one of Scandinavia’s more quietly trend-setting cities in relative peace.

With a cool inner city vibe holding lots of independent fashion, cafés and restaurants, these same streets are also intertwined with the classic Scandinavian influence of green and ecological living.

Gothenburg finds itself a source of inspiration for the rest of the Scandinavian fashion world, too, with many independents and even some big names originating from there (for example, Monki). 

After a day hitting the cobbled streets, grabbing up some yet-unknown Scandi brands to take back to your pals, you’ll surely be in need of a sit-down and a coffee, known in Sweden as ‘fika’. Gothenburg has a plethora of cute cafés for you to take your pick from and it has even been said that the word café was invented just for them. As you browse through your excellently cut, excruciatingly fashionable recent purchases, you can take some time out and make the most of this famous café scene by simultaneously indulging in a Scandinavian classic - a cinnamon bun. 

When evening comes, however, there is still no shortage of places to go. After a busy day, exploring an evening drink is sometimes just necessary, and if you head to the, edgier district of Magasinsgata you will certainly find a bar that takes your fancy. Grab a glass, sit outside and take in the relaxing Scandinavian lifestyle (and its beautiful people) as they all stroll by.