Scandi Chic, Streamlined: The Uniform Appeal of Toteme

Origins

Founded in 2014 by Swedish fashion journalist Elin Kling and art director Karl Lindman, Toteme emerged from the duo’s desire to create a brand that encapsulated their vision of a modern uniform. Initially launched in New York, the brand later relocated its headquarters to Stockholm in 2016, grounding its identity in Swedish design principles.

Ownership

Toteme remains privately owned, with Kling serving as Creative Director and Lindman as Brand Director. In 2021, the private equity firm Altor invested in the brand, supporting its global expansion while maintaining its core values and aesthetic. 

Aesthetic

Toteme is synonymous with minimalist elegance, offering a curated wardrobe of timeless pieces that emphasize quality, fit, and functionality. The brand’s designs often feature neutral palettes, clean lines, and subtle details, reflecting a commitment to creating garments that transcend seasonal trends.

Signature Pieces

• Scarf Coat: A viral sensation, this oversized wool and cashmere coat features an integrated scarf detail, epitomizing Toteme’s blend of practicality and style.
• T-Lock Bag: Toteme’s foray into accessories, the T-Lock bag boasts a minimalist design with a distinctive T-shaped clasp, available in various materials including suede and leather.
• Twisted Seam Jeans: These denim pieces feature a unique seam detail, offering a modern twist on a classic wardrobe staple.
• Striped Turtleneck Sweater: A nod to nautical influences, this piece combines comfort with Toteme’s signature understated design. 
  

  Legacy

  In just over a decade, Toteme has established itself as a leading voice in contemporary fashion, known for its commitment to quality, sustainability, and timeless design. The brand’s emphasis on creating a cohesive wardrobe has resonated with consumers seeking simplicity and elegance in their clothing choices.

  Famous Fans

  Toteme’s minimalist aesthetic has attracted a host of celebrity admirers, including:

• Jennifer Lawrence
• Katie Holmes
• Kendall Jenner
• Rosie Huntington-Whiteley
• The Duchess of Sussex 
  

  The Future

  Toteme continues to expand its global footprint, with flagship stores in major cities such as London, New York, and Beijing. The brand is also exploring new markets, including plans for expansion into Japan. Under the leadership of CEO Johanna Sjöberg, Toteme aims to redefine luxury by focusing on personalized customer experiences and sustainable practices.