Svensson’s 1st Shoe

In the beginning of the 1900s shoes where manufactured in the small village of Montegranaro as an extra income to agriculture.

After the Second World War the town was the most famous in Italy for its shoes. The culminating point was when brands like Gucci and Prada moved in.

2010 the town's history is linked with Malmö and SVENSSON when our first shoes are being manufactured here.

The shoe is a replica of a classic Italian welted sport shoe, a 70s sailor's shoe sole combined with a high tennis shoe from the same period.

SVENSSON began taking form during the late 90´s in Möllevången, Malmö, Sweden. It started with basement clubs and concerts but soon developed to other fields of media, communication and visual arts.

SVENSSON MAGAZINE was founded 2002 and edited from a two room apartment.

SVENSSON SHOP opened in 2005 becoming a combination of creative studio, boutique and gallery. The same year the first pair of SVENSSON JEANS originated.

See the whole collection here.

Photos & text Copyright Svensson.

Svensson Sailor Coat by Armor Lux

The first heritage SVENSSON collaboration has seen day light. Armor Lux is a French brand from 1938 known for its striped sailor's sweaters worn by everyone from Picasso to Madonna. We’ve let them do their classic reefer jacket, which is still made according to the artisanship in Bretagne, France.

The reefer jacket has been a part of the French sailor's uniform since 1853. It was originally made by the sailors themselves whom, in those days, made them waterproof with tar, grease, and turpentine.

On sale only in our Malmö shops and webshop.

“The back ground is that we wanted to do the classic sailor coat for a long time and thought it would be great to go to an original manufacturer for the best craftsmanship and finish,” writes Mariano Leone of Svensson.

“The model was already very SVENSSON in itself: very clean, minimalistic, and timeless, so we took it as it was.”

Photo Copyright Svensson.