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Swedish brand STROM’s will be showing their new collection at Coterie here in NYC. It is always so exciting to “discover” new brands, and I am especially curious about STROM. Owner and designer, Erika Stromqvist is a former model turned designer and that makes me think, well, as a model, you get to wear so many different kinds of clothes and you become familiar with some of the most important designers. And because of this experience, you kinda KNOW what is comfortable, wearable and cool. Therefore, I strongly believe that if a designer who has been there decides to design her own line, she KNOWS what she is doing.

In this lookbook, Erika keeps it basic. Her jeans are classic, including skinnies, flares and bootcuts in blue, black, and grey washes. There is also a printed pair, the Poppy style pant in “Space”, a very discreet print with just a touch of pink in it to lighten up the basic black. This is awesome for people like me who really don’t like prints that call more attention than they do themselves! LOL!

– “For me fashion, and particularly denim, is about feeling and looking good without trying too hard,” says Stromqvist. “STROM is about the right attitude: understated and streamlined, to enhance your own personal style through my designs.” –

Well, I am going to be at Coterie and will absolutely follow up with my personal impressions about the STROM jeans.

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