Why Scandi Cool is so Red Hot
Scandinavian brands embody a vision of luxury that resonates deeply with the cultural zeitgeist. They’re practical yet poetic, minimalist yet full of feeling, and fiercely sustainable in a way that feels personal, not performative. From trailblazers like Acne Studios and BYREDO to innovative disruptors like Son of a Tailor and mfpen , 'Scandi Cool' is more than an ephemeral style—it’s a genuine movement.
Last month, LVMH made waves when it acquired a minority stake in Swedish menswear label Our Legacy. The brand has amassed a cult since its inception in 2005, seeing dominoing growth in recent years – sales were up 80 percent in 2023. " OUR LEGACY is the epitome of what we could call the ‘quiet cool’ tendency, featuring a unique blend of contemporary minimalism and creative subversion,” says Julie Bercovy , CEO of LVMH Luxury Ventures.
This investment in Our Legacy is one key indication of where the future of luxury is going – and why Scandi Cool is now heating up the global stage.
Design That’s Down-to-Earth
One of the key ingredients of Scandi Cool is its inherent accessibility. Scandinavian brands don’t just design for an idealized version of life; they design for real life. As Kay Litzinger , Senior Communications Manager at Son of a Tailor and writer at Scandinavian Standard, explains to us:
“While the fashion and lifestyle industries can easily feel detached from everyday life, in Denmark in particular they’re closely linked. Design is considered an integral part of daily life and national identity rather than a luxury. Utility and beauty go naturally hand in hand.”
This ethos gives Scandinavian brands a groundedness that sets them apart. Whether it’s a Son of a Tailor t-shirt tailored to fit perfectly or an Acne Studios jacket that feels equally at home on the streets of Copenhagen or New York, these products integrate seamlessly into daily life without losing their aspirational edge.
Sustainability That’s Baked In
Scandinavian brands have mastered the art of sustainability—not as a buzzword, but as a business model. For many of them, sustainability isn’t a compromise; it’s an opportunity to innovate. Litzinger points to Son of a Tailor’s made-to-order model as a perfect example:
“It makes it possible to produce a garment uniquely for the person who has ordered it while reducing waste massively. With our own production house in Portugal, we have full control over the process, ensuring great quality and working conditions while minimizing the environmental footprint.”
This level of transparency and control is rare in the fashion industry, but it’s exactly what consumers are demanding. Brands like mfpen and CDLP have similarly leveraged innovative practices to make sustainability feel like a luxury, not a sacrifice.
Minimalism That’s Maximalist
Scandinavian design has long been synonymous with minimalism, but this isn’t minimalism that’s sterile and joyless. Instead, it’s warm, thoughtful, and rich with storytelling that says something about who we are. Litzinger highlights the power of attention to detail:
“From Byredo’s perfume bottles to the Acne Studios boxes, well-thought-through design choices elevate them to instantly recognizable—and shareable—icon status.”
This isn’t minimalism for the sake of it—it’s about stripping away the unnecessary to reveal something deeply resonant. Brands globally are taking notice of these design codes – just today RIMOWA launched a new colorway of suitcases inspired by Nordic aesthetics.
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Marketing That Creates Universes
The brands that are thriving today don’t just sell products; they craft entire worlds. Acne Studios, for example, has blurred the lines between fashion, art, and design, creating a proper brand universe. Similarly, CDLP transforms everyday essentials like underwear into lifestyle aspirations through sleek, sexy storytelling that’s as maximalist as its minimalist.
Scandinavian brands today often evade rigid trend cycles and traditional fashion shows, to much success. Our Legacy is a prime example of this, instead placing an emphasis on community events where their universes can come to life organically.
Collaborations That Cross Boundaries
One of the hallmarks of Scandinavian creativity is its collaborative spirit. This is an incredibly small region of the world with massively outsized creative output, home to companies as diverse as Spotify and teenage engineering , H&M and FRAMA .
Whether it’s fashion brands teaming up with audio streaming giants, or an oat milk brand partnering with a UK rap legend, collaboration is in the DNA of Scandi Cool.
“Scandinavian brands, especially here in Copenhagen, have long put a lot of emphasis on cross-industry collaboration,” says Litzinger. “I expect that relationship to deepen and to give rise to exciting new ventures.”
Quiet Luxury, Loud Impact
Scandi Cool embodies the concept of “quiet luxury”—style that’s understated yet deeply felt. Litzinger sums it up beautifully:
“Scandinavian brands have an extremely high level of execution when it comes to products that have an air of nonchalance while being very well-considered.”
This balance of ease and excellence has made so many Scandinavian brands the go-to aesthetic for a new generation that’s fundamentally seeking meaning over excess.
Final Thought: Make It Your Own
What makes Scandi Cool so globally relevant is its adaptability. These brands lean into their Scandinavian heritage while constantly pushing the boundaries of what that identity means. As Litzinger notes:
“It’s vital for brands to constantly redefine and push the envelope of what being a Scandinavian brand means for them.”
For non-Scandinavian luxury brands looking to ride the Scandi Cool wave, the takeaway is clear: don’t copy, reinterpret. Any brand can learn something here: to bring your own unique perspective, to innovate sustainably, and above all, to always dream big, thinking in terms of brand universes and unlimited storytelling potential.
. ݁₊ ⊹ . ݁ ⟡ ݁ . . ݁₊ ⊹ . ݁ ⟡ ݁ . ⊹ ₊ ݁. At Al Dente, we’re finding the perfect boiling point of culture for global luxury brands. Imagine the future with us: insights@aldenteparis.com.
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