Behind all strong trademarks, there’s a story, and Svea is no exception. A history gives credibility and solidity, and arouses interest. This is the platform on which to develop and grow. History is so important that sometimes it’s made up. But Svea’s history is true.
It all started with a young lad who won a skateboard championship in 1998. With the championship title in one hand, and the seed of a business concept in the other, he walked into Stockholm’s leading streetwear shop at that time. He convinced the owner about the concept… and the Svea trademark was born. His idea was to import anonymous hardware from the USA and tag it as Svea. Skateboard wheels, bags and other fun products. Soon the range broadened into clothing. And this is where Kiki Wallmansson came into the picture.