New season. New styles. New stories. Express your essence and tell your story with the Autumn Winter ‘21 collection. No matter who you are, this season is all about you.

IDEAL OF SWEDEN’s Autumn Winter ‘21 collection is rooted in creativity, resilience and the nuances of self-expression.

Using and developing its savoir-faire and legacy of tech accessories, IDEAL OF SWEDEN is building on its established core to continue entering an era of change. With its newly established premium line, the statement collection, as well as an active collection, the brand is establishing a cutting-edge, multi-faceted product portfolio, shaping and amplifying current trends and contemporary design to meet the individual needs of today’s consumer. 

At IDEAL OF SWEDEN, autumn is filled with an innovative array of styles to cater to the spontaneity, individual tastes and everyday needs of the wearer. Max out on style and convenience with the new arrivals, which pair an elevated stylistic language and rich autumnal shades with smart features for ultimate wearability. 

IDEAL OF SWEDEN is a contemporary brand that has always been committed to agility and embracing both change and tradition. Its expertise, design sensibility, Scandinavian heritage, and cultural awareness translate into each and every design.

“Autumn Winter ‘21 truly captures the legacy of IDEAL OF SWEDEN, built on a strong core and  a creative vision that is fueled by passion and innovation. Remaining true to our intuition and design philosophy as source of inspiration, has led to Autumn Winter ‘21 becoming one of our most iconic collections to date, from updating established classics to setting new stylistic statements.”— Joachim Angelton & Filip Ummer, Co-Founders of IDEAL OF SWEDEN

Founded in 2014 in Norrköping, Sweden, IDEAL OF SWEDEN has built a global reputation for innovative design practices and disrupting digital marketing initiatives, focusing on agile strategies in social media and influencer marketing since its beginnings. It has made the leap from a humble startup to an international lifestyle brand with local webshops in 26 markets, several boutiques across Scandinavia, and representations in multi-brand wholesale destinations all over the world.

Find your personal style with our different customer profiles.
"Autumn Winter ‘21 truly captures the legacy of IDEAL OF SWEDEN, built on a strong core and a creative vision that is fueled by passion and innovation. Remaining true to our intuition and design philosophy as source of inspiration, has led to Autumn Winter ‘21 becoming one of our most iconic collections to date, from updating established classics to setting new stylistic statements."
— Joachim Angelton & Filip Ummer, Co-Founders of IDEAL OF SWEDEN

OUR STORY

Since IDEAL OF SWEDEN’s creation by Joachim Angelton and Filip Ummer in 2013, our philosophy has been to inspire your individuality. A lot of brands like to go on about how they’re going to change the world. We just want to make a difference in your life.nnWith an infinite commitment to transcending aesthetic flair with functional shapes, we create designs that help you tell your personal tale  -  no matter who you are or choose to be. Because that’s exactly where we come from.nnAlready in their childhood years, our founders Joachim and Filip pushed the boundaries of the unimaginable. They never stood still, from one venture to the next, even sold ice-cold soda as teenagers to over-heated drivers stuck on the highway outside their small hometown. Years later, when they were both missing pbone accessories that would let them and others creatively express themselves, they knew this was worth pursuing. Their neverending devotion to embracing their creativity, potential and drive, and having fun along the way, was the very beginning of IDEAL OF SWEDEN.nnToday, we are one of the fastest-growing brands in Scandinavia and beyond. IDEAL OF SWEDEN is represented at leading retailers and prestigious department stores worldwide. And that’s because Joakim and Filip never stopped pushing the boundaries

Accessories of Attraction

Some people just click. So do our accessories. We love to make connections. That’s why IDEAL OF SWEDEN has introduced Accessories of Attraction - a selected range of products that are effortlessly interchangeable and drawn to each other by a simple magnetic click. Equipped with strong, yet lightweight magnets, many of our products allow you to create the most perfect matches and make meaningful connections, down to every detail of your life.

Unboxing experience

Before being shipped to your home, each of IDEAL OF SWEDEN’s products is quality tested to give you the best possible user experience. We deliver every product in a premium box with a soft inlay that adds extra smooth protection and prevents your product from being damaged in any way.