Stockholm Simplicity

Except for a four-month stint in Canada, I’ve lived my entire life in South Korea.

Born in the 1990s right at the gateway of Gen Z, I’ve ridden the fast-paced waves of changing times while still clutching tightly to the essence of the ‘90s and ‘00s. People keep saying Korea is evolving, but the deep-rooted elements like ‘Jeong’ (the uniquely Korean sense of emotional connection), ‘bbali-bbali’ (hurry-hurry) culture, and Confucian values like respect for elders still linger within me, even as they fade from the broader culture.

      

“Don’t think you’re special.”

When I first stumbled upon this phrase, I couldn’t help but wonder, for Scandinavians, is this idea as deeply rooted in the culture there as ‘Jeong’ is for Koreans?

 

  

The Scandinavian Mindset

Called Janteloven in Denmark and Jantelagen in Sweden, the Law of Jante is basically a set of unwritten social rules that put community and collectivism over individualism and humility over arrogance. The first rule? “Don’t think you’re special.” It’s less about suppressing individuality and more about celebrating celebrating being part of the group, a reflection of the equality-focused ideas that run deep in Scandinavian society.

 

Swedish brand clothes (TOTEME, OUR LEGACY, ACNE STUDIOS) blending seamlessly together

 

This whole concept comes from a 1933 Danish novel A Fugitive Crosses His Tracks by Aksel Sandemose. The story takes place in a made-up Danish town called Jante, where everyone follows ten unspoken rules that keep personal ambition and uniqueness in check, all in the name of keeping the community strong.

 

 

Reading about the Law of Jante got me thinking: Could this mindset have trickled into Scandinavian fashion too? Maybe that "Quiet Cool" aesthetic everyone talks about is more than just a look, maybe it’s a reflection of this cultural attitude.

 

 

The Roots of Minimalist Fashion

The Law of Jante naturally brings to mind the timeless allure of minimalist fashion. Scandinavian style, with its understated details and restrained elements, manages to pull together pieces that just effortlessly work. Everyday clothes that are functional, grounded in neutral colors, classic shapes, and natural fabrics. A style that’s both practical and always on point.

 

 

Brands born from this minimalist mindset, like Sweden’s OUR LEGACY, TOTEME, Acne Studios, Sefr, and EYTYS, have this quiet, laid-back style. Their designs feel intentionally restrained, reflecting a shared cultural story. Maybe it’s not just a coincidence, maybe it’s the Law of Jante quietly influencing every cut and stitch.

   

SS25 OUR LEGACY ⓒOUR LEGACY

SS25 TOTEME ⓒTOTEME

SS25 EYTYS ⓒEYTYS

    

The Swedish concept of Lagom adds another layer to this story. Meaning "just the right amount," Lagom is all about balance and moderation in Swedish life. It’s no surprise that Swedish fashion’s practical and clean lines mirror this way of thinking. When you pick up on that functional elegance in their designs, you’re not imagining it. The cultural influence is as real as the fabrics themselves.

  

       

The Allure of Neutral Tones

When it comes to Scandinavian fashion, Sweden and Denmark might seem like two sides of the same coin, but thinking they’re identical would be a mistake. Denmark, influenced by more diverse cultures due to where it’s located, tends to embrace bold colors and playful designs. Sweden, on the flip side, leans into neutral tones and universal appeal, reflecting its community-first mindset.

Curious about these subtle differences, I decided to interview a Swede for some firsthand insight. My interviewee? A 26-year-old woman, born and raised in Sweden, still living there today.

 

 

 

Q1. Do people in Scandinavian countries share similar views on the Law of Jante? Do you think this affects how Swedes choose their fashion?

  

It’s pretty similar across Scandinavia. I think that’s why people here dress to fit in rather than stand out. Swedes don’t like flashy stuff, so they stick to trends or safe choices like black or neutral colors.

  

Q2. What colors come to mind when you think about everyday fashion in Sweden?

   

Swedes don’t really wear bright clothes. Black, brown, and neutral tones are the go-to.

 

Q3. Have there been any recent changes in Swedish fashion trends? Are the fashion differences between Scandinavian countries growing or shrinking?

     

I think Stockholm style is trending globally and getting lots of positive attention, but honestly the fashion differences between Scandinavian countries don’t feel that big. Swedes seem to prefer minimalism and don’t really like stepping too far out of the box.

 

  

Interviewing one person doesn’t mean I’m trying to sum up all of Swedish fashion, even in a culture that values blending in, personal differences are definitely still a thing. But one thing’s clear: The cultural threads running through Scandinavia subtly, but surely, weave their way into the region’s fashion.

  

 

“Don’t think you’re special.”

This phrase, quietly echoing through Swedish minds, seems to come to life in their calm, minimalist clothing. As Nordic fashion’s global presence keeps growing, I can’t help but think our curiosity has uncovered something pretty interesting.

Stay tuned: Jente’s fashion deep dives are just getting started. To be continued…