Make Way for the Scandi Invasion
Cover Art by Eman Azrak
It looks as though the convenient and inexpensive trend of fast fashion is finally on its way out. This fad fashion trend fed into unethical supply chains, negative environmental implications, and an overall lack of originality. This has made room for a new wave of fashion in the U.S. that hopefully sticks around. Chatter has emerged among consumers about a desire to build “the capsule wardrobe.” This involves compiling timeless basics that can be layered, accessorized, and kept for years. These pieces are higher quality, thus lasting longer than their quickly deteriorating fast fashion counterparts.
While within the United States this seems like a new trend, this shift towards more timeless basics aligns with what Scandinavian fashion has been doing for years. Countries like Sweden, Denmark, and Norway have been recognized for their ability to incorporate effortless sophistication into their clothing for decades. These Nordic nations have been able to maintain a fashion sense that is aesthetically pleasing without compromising on quality, sustainability, or comfort.
Go the Scandi Way
The traits that define Scandinavian are slightly contradictory:
Simple yet playful
Sophisticated yet practical
Timeless yet creative
These characteristics stem from deeper cultural values common to Scandinavian countries.
Scandinavian fashion is unquestionably elegant, and from an American perspective, often on the “dressier” side. What’s interesting is that Scandinavian fashion is able to uphold elegance without compromising functionality. This can be represented by the Nordic countries’ ability to combine formal clothing items with practical footwear. The simple color schemes and combination of basics allow for flexibility when it comes to footwear. Jeans and a loose cardigan can be paired with running shoes. This ensures that one always looks sophisticated, and presentable, while not being inhibited by uncomfortable footwear. Walking and biking are common ways to get around in cities like Stockholm, Oslo, and Copenhagen, this is reflected in the fashion choices within these cities. Functionality in Scandinavian fashion is also apparent in how most items can be mixed and matched effortlessly, dressing up or dressing down an outfit with one changing piece of apparel. This leads to more androgynous, oversized looks, making many clothing items interchangeable between men and women.
Norway
Several countries have contributed to the concept of Scandinavian fashion. Being environmentally conscious, sourcing sustainably, and using ethical supply chains play out in several factors of Scandinavian fashion. Popular Scandinavian brands use eco-friendly manufacturing processes, as well as recycled or organic fabrics. While environmental responsibility is prioritized in most Nordic countries, Norway—the world’s most sustainable country—is particularly innovative. As a reflection of Norway’s climate and extensive natural resources, their clothing is often high quality, durable, and made with natural materials. Norwegian clothing is both robust and comfortable, while still being simple enough to maintain timelessness.
Denmark
Denmark’s sustainability is also remarkable, as their cultural norms inspire another factor crucial to Scandinavian style. The Danish term Hygge is frequently embodied in their knit sweaters. The term Hygge translates to a mood of coziness. Knitwear is thus a crucial component of Scandinavian style. The Norwegian’s inclusion of materials like lambswool in their clothing further emphasizes the importance of sweaters. The concept of Hygge is a significant component of Danish culture, and their clothing reflects it. This is also expressed through color and vibrancy. Danish brands like 1People are known for their ethical sourcing and value propositions, as well as embodying Hygge. Hygge corroborates the idea that Scandinavian clothing brings out the best of both worlds: aesthetics and functionality—particularly comfort, as seen in this case.
Sweden
Sweden’s contribution to Scandinavian style slightly contradicts that of Denmark. Pulling from more neutral colors, Swedish fashion is crisp, simple, yet sophisticated. Their style is minimalistic with lots of room for layering.
Quality pieces are often complimented with jewelry, oversized coats, and leather boots. The simplicities of these looks are too intentionally refined to ever be considered plain. The Swedes provide the sophistication that is crucial to Scandinavian fashion.
Summary
These key factors, overlapping between countries, have allowed Scandinavian values to emerge in their fashion. The convergence of quality and sustainability with simplicity and fluidity allows for timeless stylings. Fashion trends experience slower and less aggressive cycles. As the United States shifts towards simple and timeless basics, remember that the balance between sophistication and practicality is rooted in Scandi style. Remember, to be most in alignment with this up and coming trend reversal, buy ethically, sustainably and authentically!
