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When Maria Erixon established fashion brand Nudie Jeans in 2001 in Sweden’s Gothenburg, ‘fairtrade’, ‘responsible consumerism’ and ‘organic’ were not yet the design buzzwords they are today. Driven to expose the ‘naked truth’ about denim, Nudie Jeans came into being, a denim brand for the fashion savvy that focus on the quality and longevity of their product.
The laborious process has a mysterious alchemy to it. The green solution in which the garments are lowered and left to soak, leaves the denim yellow when taken out. In the air, the dye reacts with oxygen and turns green again, only after that it turns it characteristic glorious blue.
Only a limited number of garments can be dyed this way, as there’s only so much dyestuff to be extracted from a crop harvest – 1000 kilos of leaves makes 1 kilo of dye. No wonder Nudie Jeans recommends customers don’t wash their new pair for at least six months. At their Gothenburg shops (indeed, at all their international fashion premises), visitors are taken through the range and told where the jeans come from (India, Turkey and Italy) and how to care for them.
Nudie Jeans specialises in raw and prewashed denim jeans, but the company's collection also includes many other items of casual clothing & accessories.
When heading to Southern Sweden on your way to Gothenburg’s first boutique hotel, Hotel Flora, be sure to have the best clad legs out there. There are a handful of Nudie Jeans shops in town, one even a hop and skip away, around the corner on Vallgatan.
Meet Maria Svensson and Lisa Leierth, two wool-loving ladies from Gothenburg on the Swedish west coast. Based in an art-collective studio space with ten other designers and artists, they create the knitwear that they had always dreamed of wearing as spotted by the owners of the creative fashionista den of Gothenburg, HOTEL FLORA.
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Gothenburg's foodie scene has sprung up to international attention in the last few years - check out this guide for the best on Sweden's cosy 'Little London' coast.
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Once considered the “rougher cousin” to Sweden’s pristine harbour-side capital, in the last decade Gothenburg - or Göteborg to Swedes - has become the country’s west coast hot bed for all things cultural; lovingly nicknamed, “Little London”.
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A Swedish Instagram influencer born long before his time, Gothenburg’s photography icon, Hasselblad, could never have fathomed the impact he would one day have.
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A funky creative home to fashionistas and hipsters, trendy grandmas and urban kids - this is where generations mix with ease. Hotel Flora’s playfully light, vibrant boutique interior sees the modern designer hotel fused with Nordic confidence and a nudge of hot Brooklyn vibe.
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Lars Fredriksson was no stranger to innovative skincare when he developed Verso, a brand that was launched in 2013. Minimizing skin exposure to unnecessary ingredients, Verso’s products are high quality and add easy to everyday life.
There are plenty of reasons for not wearing a helmet – it seriously messes up your hair, it’s way to big and bulky to carry around in a bar, and, well, let’s not go into the nerd factor. But, are any of these good reasons? Not really.
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Together this is the charismatic Scandi couple behind the fashionable Hotel Flora Gothenburg, who love quaffing over a chilled Pinot Noir, adore New York and are most definitely made in Sweden.
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Welcome to Gothenburg, otherwise known as ‘Little London’ and one of Sweden’s best-kept secrets. If you ever feel the need to breath 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.
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If elegance is refusal – to borrow from the oft-quoted Coco Chanel – then Polish label thisisnon explores the very far end of the refusal spectrum by eliminating all decoration and frills from its designs, even categorizing them, not by garment type, but by the garment’s very basic component: its fabric.
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Inis Meáin Knitting Company is an international beacon of knitted design & simple luxe - perched on the ruggedly beautiful Aran Islands as a warm fashion must.
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To the backdrop of the Dolomites is a secretive Spa hideaway where Hay Baths, Honey Massages, Herbal Stamp Massages and Team Dr. Joseph & Thalgo line up to treat weary souls. This is the Lagaciò Hotel Mountain Residence & La Palsa Spa, located some 1500m above the sea level in St. Kassian/Alta Badia, Italy.
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