Casall strappy top in black, in cottonModalLycra blend. This
page, top right: Casall T-shirt in Sensitive, a material made up of
28 per cent Lycra. Top: The classic T-shirt in cottonModalLycra
from Casall. Above: Cap-sleeve tee in Meryl microfibre mesh with
Lycra, keeping the body dry. Below right: Blue V-neck with three-quarter-length
sleeve, with blue Thai pants.
Swedes dress is distinctive. A youth-oriented culture, the clothing
stores are packed every summer weekend with Stockholms most
fashionable crowding in. Not that anyone is panicking even if the
population density has increased fourfold all of a sudden. They're
concentrating too hard on the clothes.
Menlads for the most part, donning hairstyles
that were the epitome of cool as worn by Bodie on The Professionalscheck
out the latest jeans and suits, including items that have such pizazz
that it would hit jantelagen for six and be at home on the
comic pages of Dick Tracy. Women face even greater variety, with
French companies such as Morgan well represented and Hennes &
Mauritz in more places than snow falls in winter here.
It's a culture that cares about how it looks.
Go to the business district of Stockholm on a Friday evening and
it's not about boring suits, but a virtual fashion parade. If anyone's
conservative, it's the dark-blazered twentysomething girltrying
to tone down her beauty so others can concentrate on the jobbut
seemingly not anyone else. The unfashionable tended to stay away,
just out of obligation for city tidiness.
At sport stores like the Stadium chain, where
one can pick up dark business socks and expensive Nike trainers,
the local brandCasallkeeps the fashion flag flying.
There's a clean edge to Swedish design, from modernist
architecture to graphics, even if it means the latest Casall catalogue
has overly small type, perhaps inspired by how tiny 9 pt looks on
a high-resolution Apple Mac monitor. Reading the catalogue is an
academic task that no one is likely to do; examining the clothes
is key here, something that suits the behaviour of the Swedish buyer,