STREETWEAR AND COMMUNITY: EXPLORING STOCKHOLM THROUGH ZALANDO’S CULTURAL TIES
words by MARIA MOTA
Streetwear’s essence is rooted in its origins, where diverse communities and subcultures turned everyday clothing into powerful symbols of identity and resistance. It’s not just about aesthetics, it’s about expressing values, heritage, and aspirations. It thrives on collective identity and shared experiences.
Zalando is embracing this ethos through Cultural Ties, an interactive map exploring vibrant streetwear scenes across Europe: Amsterdam, Antwerp, Berlin, Paris, Stockholm, and Warsaw. This initiative celebrates the creative hubs where local designers, artists, and communities have developed their own streetwear identities. By telling stories through people, not to them, Zalando highlights the deeply personal and collective nature of streetwear culture.
Recently, Zalando brought us to Stockholm to immerse ourselves in its streetwear scene. We explored the city’s hotspots, connected with local creatives, and delved into the communitydriven essence of Stockholm's fashion culture.
Our journey began at Nobis Hotel, in the city’s heart. After settling in, we headed to Savant Bar to kick off this quick trip. The next morning started with a panel discussion. Daniela Klaeser, Zalando’s Team Lead Buying Streetwear Apparel & Accessories, joined artist Marc Strömberg and stylist/vintage store owner Wasima. Together, they unpacked the layers of Stockholm’s style, exploring the communities and creativity of the city.
Lunch at Alby Nytorget, a cozy yet raw small restaurant known for its outstanding pizza and wine, was followed by coffee and a workshop at Lykke Nytorget, just across the street. There, local duo Let’s Create, Tamalie & Gloria, shared their journey, diving deeper into the meaning of creativity and collaboration in the Stockholm scene. They were joined by Charlotte Manning, who led a thought-provoking session on the meaning of community, sparking reflections on culture, representation, and identity.
The evening brought us to Hosoi Restaurant for dinner, located in Stockholm’s vibrant creative district. The night came alive with an energetic performance by Mapei. It was the most fitting end to a day steeped in creativity and connection.
Throughout the experience, one theme remained constant: the power of community. Wasima summed it up best, saying, “You can’t escape the impact of streetwear. It’s so refreshing—working towards a future where we don’t have to choose between looking good and feeling good. Everything is blending.”
This blend of style, comfort, and meaning is what defines modern streetwear. Zalando recognizes this and aims to amplify the voices of those shaping the culture. “We don’t want to dictate what streetwear should be,” Klaeser explains. “We want to step back, listen, and learn. It’s about connecting communities, sparking conversations, and being patrons of streetwear.”
To truly understand the consumer, a YouGov survey commissioned by Zalando found that 22% of people see local communities as their biggest source of streetwear inspiration, surpassing influencers (19%) and musicians (18%). It’s clear that streetwear is increasingly driven by personal expression and what’s happening locally rather than celebrity trends. Zalando’s Cultural Ties initiative shines a light on these creative hubs, building bridges between cities and cultures. From Antwerp’s bold, avant-garde styles to Stockholm’s minimalist edge, streetwear continues to evolve as a dynamic, borderless conversation.
At its heart, streetwear is about the community you’re a part of, the experiences that have shaped you, and the journey that’s brought you to this moment. From close-knit neighborhoods to busy global cities, every streetwear scene carries its own story. In the end, it all comes down to community.
And for you, what does streetwear mean?
