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Scandi Style: The New Wave of Scandinavian Brands We’re Watching in 2021

The Scandinavian style is known for its chic feel and versatile aesthetic. Long-loved for its heart of simplicity, minimalism and functionality with the overarching theme; everything must go with everything. Typically defined by a neutral, muted colour palette, modern Scandinavian brands are shaking up the style in exciting ways.

Everyone loves a stimulating vision when it doesn’t harm the essence of the style. Don’t worry, the classic Nordic style remains intact; high-quality solid fabrics, sleek accessories and elegant details that are somehow casual and stylish at the same time. It’s the new, Nordic-inspired pieces that are popping up all over the place that have got our ears pricked. Think bright, bold colours and vibrant patterns blessing the new wave of the Scandi style.

Sticking to the foundation of cultural influences from Norway, Denmark, Sweden, Finland and Iceland, the new trend is a dramatic direction on the original design. Here are the top Scandinavian style brands we are keeping a keen eye on.

Stine Goya

The eponymous label by Danish designer Stine Goya launched in 2006. Since then, their modern Scandinavian design aesthetic is defined by Goya’s bold designs. The modern must-have for any Scandi-inspired wardrobe, the pieces are characterised by vibrant colours and experimental silhouettes. Standing strong as a point of difference from the classic design, Stine Goya is pushing the boundaries of where the Scandinavian style should go.

Saks Potts

This stylish outwear specialist has already impressed the likes of Kendall and Kylie Jenner and Katy Perry. Founded in Copenhagen by Barbara Potts and Cathrine Saks, Saks Potts puts a contemporary spin on typical Scandinavian style with a hint of the unusual. Its design philosophy reads as ‘women’s outerwear should stand out, brighten up the surroundings and reflect everyone’s individual personality.’ Its eye-catching coats definitely reflect this – A striking companion to see you through the winter.

Rotate Birger Christensen

The Copenhagen based Rotate Birger Christensen specialises in statement evening dresses with a modern twist. Think elegant evening wear meets vibrant 90’s fashion. We’re huge fans of the puffed sleeves, bright colours and bold prints set on flowing gown silhouettes and smart cocktails dresses. Designers and stylists Jeanette Friis Madsen and Thora Valdimars, have certainly worked wonders on creativity, weaving pieces made to stand out in any wardrobe. Add to the mix the textured fabrics and you’ve found yourself some real signature numbers expanding the traditional Scandinavian style.

Nadia Wire

A staple in Scandinavian style, knitwear is moving in a bold direction thanks to the studio Nadia Wire. Its striking knits in daring colours and playful shapes are becoming an essential for all seasons and wardrobes. Made in Denmark, the studio and knitting factory was founded in 2020 and is only on its second release of products. This hasn’t stopped the demand as eager customers jump on its ‘made to order’ model. On average, you’ll wait around two weeks for your own piece – well worth the wait.


The Copenhagen brand reflects its core mission in its products: moving fashion into a more eco-friendly future. They’re challenging the stereotype of ‘planet-first garments lack excitement’ creating all of its bright pieces using sustainable materials. The labels design ethos takes the true Scandinavian style into the modern era – simple silhouettes with trend-setting designs. They work their magic on everything from biker shorts to prairie dresses bringing a refreshing look to the once basic pieces.

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