Totême is a Swedish fashion brand founded in 2014 by Elin Kling and Karl Lindman. Kling, a former fashion journalist and blogger, serves as the brand’s creative director, while Lindman, with a background in art direction, oversees brand positioning and store development. The duo launched Totême in New York before relocating to Stockholm in 2016, where they opened their first flagship store in 2019. Since then, the brand has expanded globally, with flagship locations in New York, London, and Los Angeles.
Totême is renowned for its minimalist aesthetic, offering a curated selection of women’s ready-to-wear clothing and accessories. Signature pieces include the striped turtleneck sweater, the scarf coat, and the T-Lock bag, all characterized by clean lines and neutral color palettes such as camel, black, cream, and gray . The brand’s designs emphasize timelessness and versatility, aiming to create a uniform for the modern woman. In addition to its core collections, Totême has collaborated with retailers like Net-a-Porter and MatchesFashion to release exclusive capsule collections that extend its minimalist ethos into seasonal offerings.
Totême’s commitment to quality and sustainability has contributed to its steady growth and loyal customer base. The brand has been profitable since 2015 and reported annual sales exceeding €100 million by 2022 . Its success is attributed to a focus on creating enduring pieces rather than chasing trends, resonating with consumers seeking thoughtful and lasting additions to their wardrobes. By maintaining a clear vision and avoiding excessive branding, Totême has established itself as a leader in contemporary Scandinavian fashion.
