Fashion Guides
Discover our guide to the best of Scandinavian fashion and dining in Covent Garden. From Copenhagen street fashion to Swedish baking, there is something for everyone to discover.
Known for it's spectacular natural landscapes, modern, trendy cities and rich cultural history, Scandinavia is the perfect place to visit for outdoor lovers, fashionistas and foodies alike. Luckily, you can find some of Scandinavia's most sought after brands right on your London doorstep, from high fashion ARKET, GANNI and Axel Arigato to help you achieve the effortlessly cool Scandinavian look, to mouth-watering sweet treats from bakeries Ole & Steen, Fabrique and more. Avid adventurers will especially love ski-wear shop Peak Performance and outdoor goods brand Thule.
Originating from Åre and Stockholm in Sweden, Peak Performance was born in the mountains out of love for freeride skiing and adventure. Based out of their mountain house in Åre (known for it's tree-lined skiing) and off-piste terrain, Peak Performance test products close to home as the saying goes "If it can handle Åre, it can handle anything,”.
Visit the Long Acre store to explore the brand's range of products, including the latest gear and apparel, perfect for adventures by bike, skis or foot.
Founded by the woman herself, Gudrun grew up in a farming family outside Norrtälje, east central Sweden and began studying crafts and design in Stockholm at 17. The brand was then founded in 1974, where Gudrun could let her creativity run wild, with contrasts, colour and patterns. Drawing heavily on Scandinavian influences, Gudrun Sjödén is not only playful but functional, perfect for an outdoor lifestyle and to be worn across multiple seasons.
Founded in Hillerstorp, Sweden in 1942, Thule are known for their outdoor and cargo products. From roof and bike racks to storage, luggage and strollers, Thule have something in-store for every occasion. Whatever your passion or pursuit, Thule's passion has been creating solutions to simplify life's adventures.
Famous for their contemporary, Scandinavian-inspired designs, GANNI was founded in Copenhagen Denmark and has taken the fashion world by storm. Unlike stereotypical Scandinavian fashion, GANNI offers a more playful, colourful and effortless approach to their designs, perfect for elevating any outfit. Visit the Floral Street store to explore the collections beautiful, quality apparel and accessories.
Founded in Sweden in 2014, Axel Arigato is intrinsically grounded in culture, community, and craft, incorporating Japanese influences and minimalism. The brand's footwear and ready-to-wear apparel encompasses their creative and cultural influences, while also remaining loyal to their minimal Scandinavian origins.
ARKET is a Swedish apparel and lifestyle brand which offers a selection of products for men, women, children and home. Building on the Nordic tradition of functional beauty and the mission to enhance life through well-designed everyday products, ARKET provides inspiration for a more beautiful life. Visit the Long Acre store to discover the latest collections of fashion, scents, beauty and functional home items - and make sure to stop for a bite in the Nordic vegetarian café in-store.
Although based out in Los Angeles, Anine Bing herself is originally from Denmark. Establishing her namesake fashion brand in 2012, Anine Bing infuses her Scandinavian roots with the effortless style of Southern California, offering a selection of everyday wardrobe essentials that are timeless and modern.
Danish bakery Ole & Steen are well known for their hand-made breads, pastries and cakes. Their iconic Stænger (Danish Socials) are a must-try, made using cinnamon, layering pastry dough and adding flavourful soft fillings.
Swedish stone oven bakery Fabrique offers fresh bread and pastries baked with all natural ingredients and traditional methods. The bakery us well-renowned for producing quality breads, buns and pastries baked onsite each day.
'Swedish' for bakery, Bageriet bakes up a delicious menu of Kanelbullar, Swedish Sockerkringlor (Sugar Pretzels) and more delicious sweet treats, perfect for celebrating.
