Toteme Unveils Long-Awaited Menswear Collection After 12 Years of Focus on Women’s Fashion

After over a decade of establishing a prominent identity for women’s fashion, Toteme is finally stepping into the menswear arena. Co-founder Karl Lindman, along with his wife and co-founder Elin Kling, has launched their inaugural menswear collection, aiming to create a distinct yet complementary line that resonates with both male and female shoppers.

From Women’s Wardrobe to Men’s Essentials

Toteme's journey began with a laser focus on defining the "Toteme woman," a project that has proven lucrative, generating around €200 million (approximately $230 million) annually. With this strong foundation, Lindman felt it was the right moment to introduce menswear. “We always wanted menswear to have its own identity, but for the two wardrobes to live alongside each other,” Lindman explained, noting a surprising trend where both men and women are already embracing the new collection.

A Unique Design Philosophy

The menswear collection, developed in collaboration with designer Alexander Häggblad, is designed to be a bit more relaxed and lived-in compared to the precise and tailored women’s line. Lindman describes the Toteme man as “classic, but not stiff,” reflecting a more casual, yet considered style. This approach not only differentiates the menswear from the women’s offerings but also aims to cater to the different shopping behaviors of men.

As the collection evolves, Lindman and Häggblad have drawn inspiration from the women’s archive, selectively incorporating elements like the signature scarf coat. These nods to the past are balanced with entirely new silhouettes and materials, aiming to capture a fresh aesthetic that aligns with modern tastes.

Celebrating Heritage and Detail

The collection also reflects Toteme’s Swedish heritage, featuring thoughtful details such as a historic map of Sweden inside a puffer jacket, inspired by military apparel. Lindman emphasizes the importance of quality and authenticity in building trust with male customers, as he aims to earn their loyalty through exceptional products rather than flashy marketing.

With the second collection set to hit stores soon, Lindman views this launch as the foundation for future growth in menswear, embarking on a journey to establish a lasting identity for the Toteme man.

Source: www.highsnobiety.com