Tjallamalla: supporting emerging Swedish labels since 1994

The word Tjallamalla may not mean much to must of us, but to Anna Nortenius it became the symbol for an entire language. As a child she used to pretend to be able to speak English, and the word Tjallamalla became a key element of this beloved language. Years later, in 1994, the word still felt as an important part of her life, so she decided to open a clothing store by this name, aiming to support and promote emerging Swedish design talent.

Anna was born in a small town in the north of Sweden, but moved to Stockholm when she was only 16 to start working as a merchandiser for H&M. At the age of 23, she decided she wanted more than travelling around Europe and setting up different H&M branches. She wanted her own shop, with its own unique style and aim.

Tjallamalla thus became a springboard for emerging designers, mostly Swedish. Brands such as Acne, Weekday and Nudie all introduced their first collections to the public through Tjallamalla. As soon as they became too big, they moved on from Tjallamalla, as the shop was already onto the next big thing. Tjallamalla currently host over 300 different brands, for a specific target interested in wearing unique, Swedish garments.

Anna is a firm believer that fashion is constantly changing and reinventing itself. The search for what’s new and exciting thankfully never ends, and even through she occasionally buys abroad, she tries to keep Tjallamalla’s profile as local as possible. In her own words: “We are the best platform for finding new talent in Sweden. No one can argue with that”.

Tjallamalla is located on Bondegatan 46, Stockholm.

If you’re looking for Stockholm originals on your visit, be sure to swing by Tjallamalla, but be sure to pick an original for your hotel too — Nobis Hotel, Hotel Skeppsholmen, or Hotel J, White Line Hotels Stockholm Edits, will sort you out.

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Contributing Writer: Fier Management

Photos: Tjallamalla

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