Stockholm targets environment-conscious fashionista travellers

Being already well known as a destination for design lovers, Stockholm is now targeting fashion-conscious travellers however with a strong environmental ethic. 

Stockholm is already acknowledged as one of the most environmentally-friendly city. The city plans to be completely free of fossil fuels by 2040. Today, its entire electricity requirements are covered by renewable sources, and many buses and taxis run on biofuel. Back to 2010, Stockholm was the first to be named European green capital. And it has also been named by a famed travel magazine one of the most underrated cities in the world for shopping.

While shopping is increasingly turning into a main motivation for travel, the shopping experience in Stockholm is very special. It blends together trends with a sense for sustainability.

Next to Swedish classic fashion brands such as Fjällräven, House of Dagmar or Filippa K, the city offers a range of exciting upcycling brands, ethical and vintage shops. This is a trend which particularly attracts younger travellers. A survey conducted in the United States looking at modern buyers found that 87% of millennials would be willing to pay more for sustainable products and 62% for a product supporting a social cause.

Visit Stockholm, the tourism marketing agency, is targeting shopping travellers by creating online guides while raising awareness among social media to promote Sweden capital as a heaven for sustainable shopping. Visit Stockholm website created special theme guides such as “Sustainable Fashion”, “Gender fluid shopping”, “Lovely vintage” and “Fashion innovators”.


Photo: The Stockholm archipelago with the old town