Long-lasting Freedom from The Kingdom of Sweden
For those who prefer fewer, better things.
Explore Our Products
What is åäö?
Read Our Story
We make clothing for those who care about how things are made. Designed in Stockholm and sewn in Borås, our products are developed with an uncompromising mindset. Every product is deliberate. Every choice has a reason. Our collection is small because we only make things that meet our own standards of perfection.
The Pants by åäö
Discover The Pants
The first product we ever released and still our most loved. The Pants are made with a our four-way stretch fabric for uncompromising mobility. They feature hidden compartments in the front pockets, double-piped back pockets, and a reinforced waistband for long-term comfort. Designed, cut, and sewn in The Kingdom of Sweden.
Rooted in Sweden
At åäö, place matters. We develop everything in Sweden, not just out of tradition, but because of our proximity to our craft. This means being close to our mills, our craftspeople and the decisions that shape our creations. Because only by staying close can we keep the standard high.
Why We Take Our Time
Most clothing today is made fast and wears out just as quickly. We do things differently. At åäö, we design slowly, sample obsessively, and only release what meets our highest standards. Every product goes through countless iterations until it feels right. That's why our collection is focused and built to last.
Behind the Things We Make
What's With the Square?
It began as a sketch and became our signature. Seven stitches per side, turned precisely, sewn by hand-guided machine. A symbol of our standards that took years to get right. This is the story behind the small detail that means everything.
The Making of The Box
We gave our box the same care as our products. The result is a hand-printed, cloth-wrapped piece of packaging made by craftsmen with over 100 years of bookbinding heritage. It’s not just something to ship with. It’s part of the product.
Built to Outlast Everything
We didn’t set out to reinvent fabric. But we found one that defies expectations. Stronger than steel, softer than it has any reason to be, and built to outlast. This is the story of the material that reshaped how we think about durability, comfort, and everyday wear.
What åäö Means
Our name sits at the end of the Swedish alphabet, and that says something. It’s distinct. Swedish. Created to stand apart. åäö isn’t just how we pronounce things differently, it reflects how we think differently too. This is the story of what it means, how to say it, and why it matters.
Behind the Things We Make
What's With the Square?
Our signature stitch, made to stand for everything we refuse to compromise on.
The Making of The Box
We spent months crafting a box that feels as considered as what goes inside it.
Built to Outlast Everything
This fabric changed how we think about durability, comfort, and what pants can be.
What åäö Means
Three Swedish letters that say everything about who we are and how we think.