The Swedish fashion house TOTEME has opened its doors on Sloane Street, bringing its distinctive brand of quiet luxury and architectural minimalism to the heart of Chelsea.

Founded in 2014 by stylist Elin Kling and art director Karl Lindman, TOTEME has become a byword for modern uniform dressing — an edit of perfectly cut coats, structured denim, sculptural boots and softly tailored separates that define the wardrobe of the contemporary woman. Its philosophy is simple: to distil Scandinavian sensibility into timeless, versatile pieces that elevate the everyday.

The new 75-square-metre store, designed as an intimate neighbourhood space, reinterprets TOTEME’s sleek Stockholm aesthetic through a London lens. A red façade and brass signage nod to the city’s heritage, while inside, white painted wood, black lacquered furniture, and aged brass accents set the tone. 

Heavy wool curtains by Dedar and slipper chairs upholstered in Christopher Farr textiles bring softness and tactility to the space, alongside ceramics by Per Weiss and black-and-white images by Swedish photographer Dawid.

“Sloane Street is about closeness,” says Lindman. “It’s a more intimate take on TOTEME in London — a place to experience the brand in a quieter way.”

Beloved by women who favour understatement over spectacle, TOTEME has become the uniform of those who appreciate subtlety, structure and a certain Swedish clarity. Its arrival on Sloane Street feels not just fitting, but inevitable.

TOTEME, 160 Sloane Street, SW1X 9BT