Oslo | Photo by Oliver Cole on Unsplash | Unsplash
Oslo is a many-splendored city, but not the first that comes to mind when you think about Scandinavian fashion. Stockholm, Copenhagen, even Norway’s own Bergen with its burgeoning fashion blogging scene, seem to outshine the Norwegian capital – but that is rapidly changing. In the last few years, Oslo has raised the fashion stakes significantly: from local designers making quite an impact abroad, to eclectic concept stores, here are the 11 best fashion destinations to visit.
YME Universe
Situated inside Paleet, the notoriously beautiful shopping arcade in Karl Johan, YME Universe has something for everyone: from Marni and Maison Margiela for the lovers of all things classic, to Adidas sneakers for street style enthusiasts. Oh, and lately they launched a series of striking contemporary art posters, in case your walls were feeling a bit left out.
YME interior | Courtesy of YME Universe | Courtesy of YME Universe
Norwegian Rain / T-Michael / Modern tribute at Paleet
Shopping Mall, Store
Speaking of great things happening inside Paleet: Ghanaian-born and Bergen-based bespoke tailor T-Michael (who’s also one half of the sartorially-inclined brand Norwegian Rain along with Alexander Helle), and Eric Beugnet, founder and owner of vintage furniture haven Modern Tribute, have joined forces, creating a unique concept store you definitely should not miss.
To say that Mustang Sally’s concept is “fresh” would be an understatement – and yet, at the same time, completely accurate. There really is no other place in Oslo where you can buy relaxed floral dresses, jeans and T-shirts… while also shopping for gorgeous flower bouquets and ceramic pots for your plants. The whole atmosphere is one of green living and sustainability; here you can literally stop and smell the roses, after all.
Anyone who is anyone in the Norwegian fashion scene, can probably be found here. Here, being F5 Concept Store: ever since it opened in 2013, its three founders are committed to bringing only local brands, or brands that “have a very strong connection with Norway”. In this sleep space in downtown Oslo, you will find menswear and womenswear options that are minimal and elegant, but also unique and unafraid.
Located in the upscale neighborhood of Majorstuen, in the Frogner borough, Undorn is a “by appointment” boutique and showroom that will make your couture dreams come true. Whether you’re looking for a bespoke wedding dress to walk down the aisle in, or a cocktail dress for a glamorous and sophisticated evening out, make sure to check their website for their next “open showroom” event or call them to book your appointment. You can also shop their collections online.
Exactly as its name suggests, this urban menswear boutique in Grünerløkka never sleeps. Not only is it open on Sundays (a rarity for Oslo), but Insomnia AS also offers a selection of the most “woke” brands in men’s fashion. From Norway’s very own Johnny Love to Scandinavian powerhouses like Mads Nørgaard and cool European must-haves like Rivieras, Insomnia AS promises to cure fashion-conscious men from sartorial boredom.
Shoc Lifestyle interior | Courtesy of Shoc Lifestyle
Its social media description may read, “a small, eyewear store,” but this shop in Uranienborg is definitely much more than that. Apart from an impressive range of reading glasses and sunglasses (the owner, Øyvind Bjerva, is also an optician and a designer), when you enter Shoc Lifestyle you will also find sleek, urban accessories and products that will cater to all your senses – from beautifully minimal headphones to elegant watches and leather satchels, to luxurious shaving creams and gourmet liquorice tasting boxes.
If Beyonce and Tina Knowles taught us anything, it’s that sometimes mother and daughters can be amazing business partners – and that’s also true in Tori and Synne’s case. The mother-daughter duo founded Walk-in Closet Oslo in 2012, and since then they have been bringing their unique twist on all things feminine. At their shop, you can find trendy, Norwegian designers like Cecilie Melli, redesigned second-hand gems and fierce accessories for your everyday outings. Beyonce would approve.
Eva Emanuelsen’s aesthetic is very unique and almost instantly recognisable. The designer/buyer/entrepreneur has been around since 2004, creating collections with an international flare for women who are quality conscious. Think flowy fabrics that loosely embrace without suffocating, outfits that can seamlessly transition from office wear to an evening at the museum or a night out and a general sense of contemporary elegance.
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Tom Wood is an excellent example of a Norwegian brand going global. Founded in 2013 by Mona Jensen, the downtown-Oslo headquartered jewelry, eyewear and clothing brand can also be found in prestigious shops all over Japan, the USA and in selected shops all around Europe. Tom Wood pieces are everlasting wardrobe staples; functional, often unisex, and Scandinavian to the core.
This industrial, white space in Majorstuen wouldn’t look out of place in a Parisian neighborhood – after all, Mardou & Dean did have a pop-up store in Paris for a while. The constantly evolving clothing label is the brainchild of Ingrid Bredholt and Patrik Rosenfors, and carries its founders artsy perspective. Everything from men’s and women’s ready-to-wear, footwear, accessories and denim, is developed with an attention to contrasting surfaces and shapes – and the brand’s frequent collaborations, with artists from all over the world, enhance that eclectic feeling.
