Sent to me by Stefan Engeseth, Stutterheim Raincoats‘ website conveys a very Swedish feel, touching on one of the emotions we don’t always associate with Sweden: melancholy during the winter. The copy on the site even says, ‘Let’s embrace Swedish melancholy.’
   With emotive photographs and a very Swedish soundtrack, it helps create an atmosphere as well as differentiation for the brand.
   The website also stresses the made-in-Sweden aspect of the Stutterheim range, as well as its home in the town of Borås, well known for fashion design, textiles, and fashion manufacture.
   The country-of-origin aspect is important not just to the export markets (to whom the site must partly be aimed, given its use of English—although 90 per cent of Swedes speak the language) but to the domestic one. With the reforms of Moderaterna (conservatives) over the last half-decade, there has inevitably been more imports into the country. I wouldn’t be surprised if an increasing number of Swedes will now, specifically, seek out locally manufactured goods today as a reaction to the market-driven theories of Fredrik Reinfeldt and co.