SVENSSON started with basement clubs in the late 90’s in Möllevången, the bohemian 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. 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.