Fashion, design, photography. The result of Justina and Johan Rosengren’s common passion is the store Sofo Popularities on Skånegatan in the heart of Södermalm in Stockholm.
Sofo Popularities is a shop for fashion fans that offers a mix of new Scandinavian fashion, accessories, and design. Arethé Stockholm, F.A.S. Sweden, Ivana Helsinki, Isabella Idberg, Sabina Söderberg, Vestiarium, and Valerie are among the fashion designers who are represented here.
And the love of photography is clear and constantly present. On the walls, you can see exciting photos from the Sofo (South of Folkungagatan) area, taken by Justina herself and called Sofo Moments.
Sofo Popularities is a shop for fashion fans that offers a mix of new Scandinavian fashion, accessories, and design.
Justina, who is a photographer and Johan, who was the image manager of an image agency and also a DJ, met at the Visa Pour l’Image Perpignan, a photo conference in Perpignan, France.
The dream of working together was born and in 2014 they found a nice premise in Sofo. Initially, they primarily worked with temporary popups with Swedish designers and also designers from other countries, but most often in conjunction with the Stockholm Fashion Week and Swedish Fashion Talents.
“SoFo, as an area, became very trendy in international fashion magazines such as Vogue and Condé Nast Traveler. It was a natural step to open a more permanently store with a number of exciting brands.”
Everyone is welcome to the store but the main target group is women of all ages.
“I think many fashion enthusiasts feel it’s nice to avoid big shopping malls. It’s a special atmosphere here, you feel welcome in a different way,” says Justina.
“We help to pick out clothes and make sure that they really fit, and we also give tips how to take care of them in the best way.”
We help to pick out clothes and make sure that they really fit, and we also give tips how to take care of them in the best way
– Justina Rosengren –
They still work with popups, but mostly online, at sofopopup.com. The website is well worth a visit. But there are big plans for Sofo Pop Up in the future.
The last Thursday of every month, it’s Sofo Night, when all stores in the area are open late.
“Then we usually invite customers to meet different designers, get styling tips and also treat them with some sparkling wine and snacks. Most recently, the designer Isabella Idberg visited and showed her new collection.”
On May 31, they will welcome the summer with summer jazz and a jazz band on site. On June 25th, they focus on the summer sale and during the evening DJ Johan delivers the music entertainment.
Justina and Johan enjoy their life in Sofo where they live together with their children Jonas and Sofia and will definitely stay in the area.
“It’s nice, cozy, and local. The store will remain and when the children grow older, maybe there’ll be more popups and events of different kinds,” says Justina Rosengren.
Sponsored article in collaboration with Sofo Popularities.