This is the heart of SoFo, packed with chic items actually made in Sweden. It's exactly what people…read moremean by "Nordic Cool." Even with a REA sign on display (which literally stands for "realizing assets" in Sweden), the prices still feel a bit steep. I might just be comparing it to Budapest or Paris, where affordable boutiques are everywhere.Then again, this is the Nordic region. They are very strict about keeping out cheap mass-productions or low-quality goods from third-party countries. Unlike some "Made in Italy" labels that actually rely on exploited cheap labor, Sweden focuses on the real deal. I absolutely love the minimalism of Swedish chic. If you are in Stockholm, SoFo is definitely a standout spot! I would give it a 4 out of 5 stars, even though I didn't end up buying anything. Södermalm is truly the place to be if you want to avoid the usual tourist crowds. They are Swedes, so if you say "Hej Hej," the service is going to be awesome. Having been around Scandinavians ( Americans) all my life, the culture is completely familiar to me. Yes, you get a straight face instead of bubbly, cheap small talk, but there is a genuine, warm welcome underneath. Fake small talk just doesn't exist in their service industry.

If you happen to be in Stockholm, and your daughter asks you to bring her back sone tights, this is…read morethe place to buy them!! Great selection of items, reasonable prices, very service-oriented staff!

This store offers very nice clothes for men. The service is very friendly and attentive. The price…read morerange is in the higher end, but worth it!

Paul & Friends has an excellent range of both local and international brands. Some very high end…read moreand traditional but also some more new and hip ones. The interesting mix of brands and styles is actually one if the main strengths as it has happened More than once that I have come looking for one thing and walked away with something I never even considered. Prices are reasonable, not cheap but also not expensive considering the quality. During sales periods bargains can be had. Staff are always polite and helpful and can easily make good recommendations.

If i'm not totally wrong, this is owned by two brothers and they even have a few really nice jeans…read morethat they made themselves. Great selection of jeans, shirts and some locally produced accessories with jeans brands like 3Sixteen (classics ST-120x), Indigofera, Big John, Iron Heart, LVC, Edwin and more. Personally I've done a lot of jeans shopping in Lower East of Manhattan just to find my slim 3Sixteen's. I guess the majority of the jeans spann between 1 300 - 2 500 kr, but it's well spent if you are looking for quality. There are some amazing jeans jackets that I will look into next spring. The service is impeccable. I came here last Saturday, it was rainy and not very pleasant like typical Swedish weather this time of year. The place is a little off the charts in the corner of Södermalm so the store was pretty empty. One of the brothers came up and asked if he could help us. I told him I was looking for my 3Sixteen and also wanted to try some other brands with a straight or slim fit. The guy brought us like 7 pairs that I went through until I landed the 3Sixteen's that I tried at first. He gave us some suggestions regarding the jeans and also showed us a few pictures of the final results from a year of "wear and tear". Just so that I could see how they will look a year from now. Since i'm old school jeans guy and do the 6 month wearing until I wash them for the first time (with the exception of the every now and then visit to the freezer in a plastic bag.) After this I go for the showering and hang dry my jeans. He suggested me to wear them for a month or so and then do the soaking in a bathtub or wash in the shower. And then wear them when they are still wet to get the perfect fit. There's also some cool accessories for those who like their wallets in a metal or leather chain. There's some nice thick leather bracelets as well for around 500kr which i'll get next time I'm there. Hopefully they will import the R.B.J's from Self Edge also. :)

I ordered a pair of shoes from Calliroots over a month ago. Sadly, I never received them. When I…read moreinitially contacted customer service to inquire about the situation they essentially told me to be patient. Another week went by with no word from the company so I emailed again. This time they told me not to harass them. Are you kidding me? Isn't that what customer service support is for? I have asked to be refunded for the shoes I never received but have still not heard word from the company. I will be filing a dispute with my credit card company. Needless to say I will never order from this company again. They seem very shady.

Wonderful clothes and wonderful service, I had to exchange the items I bought the next day because…read moreI didn't try them on, and it couldn't happen easier!

A must for anyone with taste and money, stylish clothes that ensure you look sharp. For anyone…read morevisiting Stockholm this is a place to stop by.