Emerging from a music interest, the history of SVENSSON started with basement clubs in the late 90’s in the old parts of Malmö, Sweden.
 With a straight new approach in an awakening Malmö city, the small collective survived hand to mouth through small assignments in the cultural fields such as photo, journalism and graphic design. With a desire to fully test and develop what almost could be called a new paradigm in Swedish independent journalism, the cutting edge SVENSSON MAGAZINE was founded and edited from a small apartment in 2002.
 It was a time of dramatic change in the dormant former industrial town, now beginning to take the lead on the Swedish cultural, architectural and music scene.
During these years SVENSSON formed in the breech between underground media, fashion, art and music. SVENSSON, functioning as school and catalyzer for a new mentality, began taking assignments for Swedish Television, Swedish Radio, School of arts and gallery’s.
Taking a new leap of faith, the SVENSSON SHOP opened in 2005, becoming a combination of creative studio, boutique and gallery. The same year SVENSSON started to develop the first pair of SVENSSON JEANS. Today SVENSSON is active in 15 countries in 4 continents.