Our mission is to turn Sweden’s waste wool into beautiful, timeless clothing, purposefully crafted for Nordic adventures.

A woman of Swedish-African descent and a man of white Swedish descent wearing grey, sustainably made sweatshirts, posing in front of a body of water in Värmdö, Sweden

A new Sweden, an old philosophy

In Sweden, we always made the best from what we had.

We are continuing this tradition of using what Sweden has to offer.

Sweden currently destroys 70% of the wool it produces. We rescue this wool to turn it into beautiful garments that will last a lifetime.

Grey woollen yarn spun onto spools and shown in a box

There is seasonal, and there is eternal

Our garments are designed and manufactured to be relied on for years to come.

Timeless silhouettes. Premium materials. Quality construction.

A woman of Swedish-African descent, wearing an oversized grey sweatshirt dress, sitting in an old tractor, posing for the camera

No chemicals, no plastics.

A NEW SWEDEN believes in making clothing as naturally as possible.

Close up of pieces of woollen jersey fabric from the outside and the inside which demonstrates an intricate loop pattern

About our founder

After leaving her hometown of Piteå, A NEW SWEDEN’s founder and creative director, Lisa Bergstrand, designed for nearly a decade in Paris—at Céline under Phoebe Philo; Givenchy under Riccardo Tischi; and at Saint Laurent under Hedi Slimane.

Lisa's ambition is to bring the effortless elegance from her past into a responsible and accountable future.

That future is A NEW SWEDEN.

A woman wearing warm winter clothes pulling bags of wool on a sled in a natural, snow environment