Toteme, established in 2014 by Swedish duo Elin Kling and Karl Lindman, known for their expertise in fashion and art direction, respectively, has emerged as a highly coveted brand in recent years. The brand embodies the concept of "quiet luxury," contrasting the previous dominance of streetwear and logomania trends. Following the pandemic, a shift towards elegance and the recognition of investment pieces as more prudent choices led to Toteme's timeless creations defining the new standard of luxury.
The brand's evolution into a household name was a result of its relaxed silhouettes, premium materials like cashmere and wool, luxurious fabrics such as silk and satin for blouses, and elegant accessories like the monogrammed foulard. By strategically leveraging Elin Kling's influence without compromising the brand's integrity, Toteme successfully appealed to a discerning clientele with its high-quality products and reasonable pricing. This approach filled a gap in the market left by traditional luxury brands. Toteme embodies a refined aesthetic tailored to the sophisticated woman of the 2020s, emphasizing quality over trends and empowering individuals to curate a wardrobe that reflects their personal style.
