Stockholm, Sweden

Toteme

The Nordics • Shop • Toteme in Stockholm, Sweden

What’s the store in a nutshell?

Toteme’s 2024 flagship on Biblioteksgatan, Stockholm, is the ultimate embodiment of the brand’s journey from local favourite to global icon since its founding in 2014 by Elin Kling and Karl Lindman. Designed by Halleroed, the townhouse-style store feels more like stepping into a chic, curated home than a typical retail space. With separate rooms that flow effortlessly from one to the next, it invites visitors to slow down and immerse themselves in Toteme’s world. Located in Stockholm’s most stylish district, the store reflects the brand’s ethos of understated luxury and has already become a must-visit for Toteme’s dedicated followers, who include fashion insiders and celebrities alike.

What is the aesthetic of the brand?

Toteme’s aesthetic is all about quiet confidence, a Scandinavian minimalism that’s not just about simplicity but about intention. Every piece, every detail has a purpose. The flagship store mirrors this ethos perfectly with its clean, tactile design – think smooth marmorino-plastered walls, polished stone floors, and custom metal fixtures that feel as sleek as the clothes. The lighting, featuring jagged crushed crystals, adds a surprising textural twist to the otherwise refined space. The art is just as deliberate, with pieces by Swedish artists like Anders Krisar and Carl Milles grounding the store in local culture. Upstairs, the vibe shifts slightly to a more intimate, New York townhouse feel, with furniture by design legends Andrée Putman and Marc Newson.

What are the signature pieces?

Toteme has become famous for creating what they call ‘uniforms’ – pieces that work for any occasion, but never look basic. The brand’s monogram, applied to everything from silk scarves to towels and swimsuits, has become a status symbol for its devoted fans. And then there are the shoes: Toteme’s elongated mules are practically a cult favourite, worn by influencers and A-listers around the world. The key to Toteme’s success lies in its versatility – its neutral palettes and timeless silhouettes allow for endless combinations, making it easy to build a wardrobe that feels both effortless and elevated.

What’s the neighbourhood like?

Norrmalm is the central borough of Stockholm. Peppered with parks, waterways and an island, this neighbourhood shows off the city’s ritzy side through theatres, museums and glorious plazas. Norrmalm has some excellent places to stay, great shopping, some very good restaurants and a couple of must-visit museums – not least Nationalmuseum, which was re-inaugurated in 2018, and Hallwylska Museet, an incredible inner-city palace that remains virtually untouched since the late 1800s.