Press & Media

A NEW SWEDEN goes beyond sustainable fashion

The world’s first genderless hyperlocal luxury label to launch at Stockholm Fashion Week.


The premier collection from A NEW SWEDEN featuring two genderless remakes of iconic cotton garments in Swedish wool will be presented Friday the 1st of February 2019, from 16.00 to 21.00 at Kocksgatan 34, Stockholm. A Pop-up Store will follow 2-4 February, 11.00-19.00 at the same venue.

Lisa Bergstrand, founder and creative director of A NEW SWEDEN, previously designed for Saint Laurent, Givenchy, Céline, Adam Kimmel and House of Dagmar.

By launching A NEW SWEDEN, Bergstrand set out to challenge the fashion industry’s sustainability standards by building a transparent production chain that sources from the 1,500 tons of Swedish wool destroyed annually to create chemical-free, plastic-free, pollution-free luxury garments, proudly made in Sweden.

The creative direction for A New Sweden is focused on silhouettes that transcend seasons; materials which are luxurious, ethically farmed and locally sourced; and constructed in Sweden at a standard expected from a designer who worked for high-end labels in Paris.

“In 15 years of working in fashion, I’ve not found a brand that goes far enough in their definition of sustainability. I knew that if I wanted clothes that were uncompromisingly made in the right way, I needed to take everything I learned and do it myself.”
Lisa Bergstrand,
Founder & Creative Director A NEW SWEDEN

A NEW SWEDEN is made for those who aspire to a higher standard of sustainability and durability in the garments they buy and seek out versatile key pieces that they know will last season in, season out.

A NEW SWEDEN will be primarily sold direct to customer via, with a small number of pieces made available to select retail partners in Sweden and Europe.

The first collection is limited to 150 pieces.

Download images for editorial or personal use here.


  • A New Sweden's Jämtland Sweatshirt is constructed from the first ever jersey made of Swedish wool
  • The jersey, made by A NEW SWEDEN, is made from the finest yarn ever spun from Swedish wool
  • The colour of the garment is entirely natural. The iconic heather grey is the result of wool from white sheep and black sheep woven together
  • No plastic fibres are used in any part of the garment
  • The wool has not been treated with any chemical washes—for example "superwash", which is a plastic or chlorine coating that makes wool machine-washable
  • Sweden has the perfect climate for sheep farming. In warmer countries where sheep are farmed, practices like mulesing and chemical baths are employed to keep the sheep free of pests. This doesn't need to happen in Sweden
  • Lisa personally visited the three farms where the wool comes from
  • The farms Lisa bought from meet the standard to be certified organic
  • Instead of putting out collections, A NEW SWEDEN focuses on one garment—an Edition—in limited numbers, per year

Image gallery

All images in the gallery below are free to use unedited (except for purposes of cropping) for editorial or personal use in any way that does not disparage A NEW SWEDEN.

An archive with all these images at print resolution can be downloaded here.

For Immediate Release
A shaved-head man of white Swedish descent a woman of Swedish-African descent in grey sweatshirts are standing by the Stockholm archipelago, looking at the viewer

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