Stockholm Fashion House Toteme Opens Its U.K. Flagship Store In London

Stockholm fashion house Toteme was established in 2014 by Elin Kling and Karl Lindman, and as they welcome the tenth anniversary of their brand, the pair celebrate with a shiny new boutique in London’s Mayfair.

Having built up a reputation with the fashion crowd, Toteme is known for its approach to meticulously crafted wears that transcend trends and times while feeling current, with an offering of ready-to-wear, shoes, bags, and accessories, which will be showcased in the Mount Street. And it’s the place to be with neighbors, including Lanvin, Oscar de la Renta, Balmain, Roksanda, Huishan Zhang, Simone Rocha and Linda Farrow, to name a few.

On the location of the new U.K. flagship, Karl Lindman, Co-Founder of Toteme, says, “We’ve been searching long and hard to find the perfect space for our London store. Mount Street is a beautiful destination in its own right: a place which we love to visit ourselves, off the beaten track and next to important cultural institutions, which makes it a place we feel honored to call home.”

The 180sqm space, located at 12 Mount Street, is the house’s first European store outside of Sweden, and as such, emphasis was put on its design and the interpretation of the house, “It was important for us to find a space that we could make our own and turn into a Toteme destination, and this store manifests our commitment to the local area while highlighting our Swedish design heritage,” says Karl.

Here, Victorian architecture is combined with contemporary interiors that draw inspiration from Toteme’s brand pillars of minimalism, craftsmanship, and subtle, sophisticated expression, spearheaded by Swedish design studio Halleroed; Karl adds, “A lot of craftsmanship has gone into the design of the London store, at first glance it feels quite minimal, but when you look closer you notice the unique details and textures.”

Expect layers of textures and tiling, with limestone used for walls and flooring, and this is punctuated with graphic accents rendered in bronze, a nod to the Vienna Secession movement that inspired Toteme’s monogram. There are elements of discovery, too, with concealed mirrors and trays.

On entry, guests are greeted with an array of artworks and furniture by 20th century Swedish designers, such as sculptor Carl Milles and contemporary international artists, including American post-conceptual artist Wade Guyton, curated by Elin and Karl.

The space also features artistic furniture, a nickel sofa by Marc Newson, armchairs and a table by Otto Schultz, a daybed by Olle Engkvist. Plus, there’s a nod to the New York store with lamps inspired by functionalist design pioneer Gunnar Asplund, found in their U.S. flagship.

Store Information: Toteme, 12 Mount Street, London, W1K 2RD. Open Monday – Saturday: 10am – 7am and Sunday: 12pm – 4pm.

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