This Block In NYC Is Home To Three Swedish Businesses (With Another Right Down The Street)

Work & Business

This Block In NYC Is Home To Three Swedish Businesses (With Another Right Down The Street)

NEW YORK – By now you know the Umgås team took a trip to New York City and did every possible Swedish thing we could fit into two days (check out our travel guide here).

One of our weekend stops was to Fjällräven, the Swedish outdoor clothing and gear brand with two locations in New York. We took an Uber half the way there then hopped out to walk the rest of the way, you know, to see the sights and get some mileage on our pedometers.

As we rounded the corner onto Greene St., we spotted the blue and yellow of the Swedish flag and the familiar red fox we know from our favorite Swedish backpacks. We were in the right place.

The man behind the counter at Fjällräven greeted us warmly and asked if we were looking for anything in particular.

When we told him we write for Umgås, the Swedish-American digital magazine, he responded, “Well, you definitely came to the right corner!”

We learned there are four Swedish businesses just in that area: Fjällräven, Acne Studios, Hastens and Happy Socks. If you are planning a trip to the Big Apple anytime soon, be sure to head into Lower Manhattan and support your fellow Swedes (or at least window shop, because Acne is not for the thrifty).


38 Greene St., New York, NY 10012

According to the Fjällräven website, ever since Åke Nordin founded the company in 1960, the brand has worked “to develop durable, timeless and functional outdoor equipment that stands the test of time, and to inspire to enjoy and appreciate the outdoors.” The Greene St. shop is the world flagship location of the outdoor equipment and apparel company.

What caught our eye

Literally any backpack. But also, the wall of backpacks (see photo).

Acne Studios

33 Greene St., New York, NY 10013

Boasting three locations in New York, Acne Studios is a Stockholm-based fashion house for high-end apparel, footwear and accessories for men and women. The brand combines photography, art, architecture and contemporary culture to inspire its clothing.

What caught our eye

The store layout. Press photography was not allowed, but the store is set up like concentric cubes – possibly to give it a cool aesthetic but also possibly to make it harder for someone to walk out with a $3,000 jacket on.


75 Grand St., New York, NY 10013

It boggles our mind that people can buy something as big as a mattress right in the bustling streets of New York City, but you can, and the four Hästens locations are a testament to that! Hastens boasts six generations of Swedish bed making, handmade “with the purest flax, wool and cotton, slow-grown Swedish pine and genuine hypoallergenic horsehair.”

What caught our eye

All the mattresses, of course. And these down boots. Maybe it was the 6 miles we’d walked that day?

Happy Socks

448 W. Broadway, New York, NY 10012

Just down the road is Swedish sock company Happy Socks. It’s impressive when a company’s main products are $12 pairs of socks, yet they are thriving in one of the nation’s most expensive cities. Happy Socks began in 2008 and its products now are sold in 90 countries and on every continent. Like they say, “There’s a pair of high-quality socks and underwear for every occasion, mindset and style.”

What caught our eye

The price point. Unlike the other Swedish businesses, you can grab a couple pairs of socks without feeling sorry for your bank account. We are loving the hotdog socks.

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