HOPE | Swedish fashion label opens brand store in Amsterdam

A few weeks ago I spotted a huge ‘Hope’ sign in a shop-window in one of Amsterdams most trendy shopping area’s the 9 straatjes | Nine streets And with the first shop in Stockholm in 2006, Hope opened their first brand store outside Scandinavia last week with a sneak peek inside the new store and a party.




Hope is a Swedish fashion brand created in 2001 by designers Ann Ring Strand and Stefan Söderberg. Hope’s signature style is low key, raw and authentic, supporting “an easy move in everyday life” and offering a well-dressed and relaxed look. The store has a collection for men and woman, shoes, bags, and home accessories.


Swedish Modern
Hope has recently launched a new shop concept and I asked Ann Ring Strand about the changes. “Most important is that no furniture is attached to the walls, the interior is mobile and the can easily be moved around. While Hope’s signature, such as tile, metal and copper is still present”

The interior design concept is called ‘Swedish Modern’ and inspired by Swedish designer Axel Einar Hjorth and the simplicity found in the shaker style furnishings. Having no furniture attached to the walls, created the possibility to decorate the room with art on wall panels. For this 18 Minerite panels were hand over to Petra Blaisse and her team from Inside Outside.

The idea was to print something on them. Petra however decided to leave theme empty and cut into them and changing their rectangularity into a variation of sculptural shapes. While talking with her for a moment she pointed out the shape of the wall art is those of sewing patterns used in the fashion industry.