Common

COMMON is a new Swedish menswear label run by Saif Bakir and Emma Hedlund, and offers a unique take on men’s fashion. Based in Malmö, Sweden’s multicultural and creative hot spot, COMMON proposes a new take on sartorial national heritage, mixing Swedish minimalism with international influences.
COMMON is a fusion of London edge, Paris chic and Scandinavian minimalism. By combining luxurious fabrics with suave cuts and subtle colors we aim to create a hyper-modern brand anchored in national pride.
COMMON was launched in 2012 with their debut collection entitled House of Sparrow. A collection based around the idea of masculine elegance vs rebellious youth. For their debut collection COMMON worked with Lars Jonsson, one of Sweden’s most prolific illustrators, a collaboration which marked the beginning of COMMON GROUNDS, that will see COMMON bring in a new Swedish creative collaborator each season.

COMMON’s collections are continuous, a story under constant development.
Using contrasting elements, COMMON creates a hybrid of quality wardrobe staples and progressive design that appeals to the independent, self-confident individual who is not trend cautious but aspire to be conspicuous.
COMMON is available at high end retailers such as Très Bien Shop, Sweden and Storm Fashion, Denmark.