History
SVENSSON started with basement clubs in the late 90’s in the old parts of Malmö, Sweden.
 The small collective turned focus through small assignments in the cultural fields such as photo, journalism and graphic design. Developing a new paradigm in Swedish journalism, the cutting edge SVENSSON MAGAZINE was founded 2002.
During these years SVENSSON formed in the breech between underground media, fashion, art and music. SVENSSON had assignments for Swedish Television, Swedish Radio, School of arts and galleries.
The SVENSSON SHOP opened in 2005, becoming a combination of creative studio, boutique and gallery. The same year SVENSSON developed the first pair of SVENSSON JEANS.

Concept
Belief and conviction are the most important elements of SVENSSON. We want to inspire people to follow their dreams and promote characteristics and values making this possible. We want to encourage people to follow the impulse from within and trust their inner feeling so that they can carry it out and hang on to their project, even though it might seem impossible.
Designing clothes was a part of our idea from the start, but without the thought of categorizing it as “fashion”. Fashion is moving towards message and substance. People today are aware in a completely new sense, they want you to represent and be what you communicate. Even if people are behind it, with all the flaws it may mean, there has to be something that’s genuine and trustworthy behind the brand. You’re not what you say you are but what you actually do. SVENSSON’s part is and has been to show that it is not utopia to follow one’s dreams, but something necessary for the human kind. SVENSSON constantly moves towards the unpredictable with altered feelings and values that people like, can relate to, want to be and also can be.
We want to design quality casual wear that can be worn to work as well as clubs, from weekday to weekend, with its quality allowing the wearer to feel well dressed and comfortable on every scene.

Future
We will continue forming our SVENSSON concept, collection and establishing the brand. We will open new shops. From the start, SVENSSON has worked on different projects in music, art and fashion, and we will continue to collaborate with other artists. We find it amazingly fun to accomplish things together and being exposed to premises and perspectives we’re not used to facing.