TOTEME

Toteme is a Swedish fashion brand known for minimalist design rooted in uniform dressing and capsule wardrobes. The brand name means “totem” in French, reflecting the idea of foundational wardrobe pieces. Toteme emphasizes timeless silhouettes, neutral colors, quality fabrics, and versatile designs that can be worn multiple ways. Signature pieces include the scarf coat, twisted seam jeans, monogram cashmere scarves, tailored blazers, and leather jackets. Collections focus on essential items designed to last beyond seasons, with subtle design details that elevate basics. Toteme shows at Paris Fashion Week and maintains flagship stores in Stockholm, Copenhagen, Paris, London, New York, and Seoul. The brand is stocked by major retailers including Net-a-Porter, Matches Fashion, and Selfridges. Toteme operates its own e-commerce platform with global shipping. Known for the “Toteme girl” aesthetic (minimalist, effortlessly chic, dressed in head-to-toe brand pieces), the label has built a strong following on Instagram. Price points position Toteme as accessible luxury (typically 200-2000 euros). The brand expanded from womenswear into menswear, accessories, and lifestyle products. Toteme emphasizes responsible production with European manufacturing (primarily Portugal and Italy) and use of quality materials designed for longevity. The brand’s growth has been significant, with annual revenues exceeding 100 million euros. Toteme appeals to customers seeking Scandinavian minimalism with subtle sophistication, investment pieces, and wardrobe building blocks that transcend trends. The brand represents a new generation of Stockholm fashion labels achieving international recognition.