The story behind Fröken Söt who colored the black, gray fashion Sweden.
After a broken love affair in the early 2000s, Jenny hung out with two friends in Asia. What would be a six-month trip around Asia shrank to just under two months, when Jenny and her love patched up the relationship with conversations over bad phone lines and emails on hacked internet between power cuts.
So there she was in India with a lot of money left over from the unused travel fund. An idea that had existed during previous trips in Asia came to her mind again, namely to buy meters of the colorful patterned fabrics and sew up clothes and sell in Stockholm. Said and done. With packed bags and a beating heart, she returned home to Södermalm in Stockholm.
The colorful patterned clothes became popular and were sold mainly to small shops around Stockholm but soon also to the rest of Sweden.
At the street design market at Hornstull, the clothes were a success and Jenny understood that the dream of her own clothing brand was real. Fröken Söt was born down on Hornstull Strand.
In the dark and cold November in 2008, Fröken Söt’s first store was opened on Götgatan 9, Södermalm’s parade street, and Fröken Söt is still there today! Welcome in❤️