Trendsetters |

Daniel Bjork

Daniel BjorkDaniel Bjork has been writing about fashion for over a decade. Based mainly in Sweden, he has worked for publications such as the Swedish edition of Rodeo as well as the daily Svenska Dagbladet. Bjork has also worked for thepop.com, the online home of Pop Magazine. He currently serves as Deputy Editor of Bon Magazine‘s international edition.

What’s hot right now?
I think “boring” is having a comeback. I see it in the resurgence of brands such as Incotex, which is part of the Slowear Group, but also in the kind of very boring presentations of food that you see in restaurants such as St John’s and Hereford Road in London, and in the way the Swedish director Tomas Alfredson thinks about his movies (like Let the Right One In and Tinker, Tailor, Soldier, Spy). It seems to me like an apt response to they very fun ’00s. My very trendy friend Andres recently also talked at length about his search for the perfect grey sweatshirt.

What are you favorite go-to places in Stockholm?
Possibly because I spend so much time in the UK, I tend to like the more relaxed, pubby places or old school Swedish beer halls, like Pelikan or Konstnärsbaren.

What the most palpable fashion/design related trend in Stockholm?
Even though Swedes still wear a lot of skinny denim, the trend is moving in the direction of wide trousers—both for women and men. It is too early to say whether it will really take off. In Sweden, there’s usually one item that becomes ubiquitous and it is always something easy, trendy and affordable. At the moment, I think this is the cap.

There is one comment on Daniel Bjork:

  1. Boring…I couldn’t agree more! In response to the indulgence of pre-recession excess, there is definitely a move towards understatement and utilitarian aesthetics. This will likely continue as “Occupy Wall Street protests continue globally.




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