You may be surprised to learn that even in the cold of winter they do sunny, California-style, surf-inspired retail quite well in Stockholm. (Perhaps it is because they do all retail very well in Stockholm or because the balance of the population just happens to look like the tall, blond-haired and blue-eyed surfers from such California dreams.)
There is no loud music emerging from the storefront; no dim interiors that make it hard for you to read a clothes size; no partially-dressed, absurdly-physiqued greeters to make you wish you had taken your New Year’s resolutions more seriously. Rather, at 6/5/4 in Södermalm, you’ll find a bright, well-designed store filled with shirts in chambray and gingham, softly distressed jeans, striped fishermen sweaters, classic canvas and leather totes, and slim-fit khakis in all shades of pastel.
Surfboards, framed photographs of 1960s surfers, hardcover books about the California Surf Project, a typewriter (for the beatnik surfers), leather boxing gloves: Memorabilia eliciting a golden age of California surf culture line the store’s white walls. There are wetsuits, surfboards, and surf wax for sale for the serious enthusiast.
There is also an espresso bar for you to have a cup of coffee and a pastry. (Oh the Swedish fika.) There you can sit at a long counter set below street level and gaze out at the busy streets of Södermalm and ponder whether you should have that second helping of pastry. (The answer is always yes.)