The Scots have their kilts, the Japanese have the kimono, the Norwegians have their bunad and well, you get the picture. But the Swedes? What do the Swedes wear on special Swedish occasions? We have a traditional Swedish costume (Sverigedräkten) and we even have 25 different varieties of that one (one for each province) and we probably have hundreds of different varieties of those, depending on where in the province you are from… In other words, we don’t exactly lack national costumes. But what we do lack are a people wearing them.

Swedish traditional costumes are worn on rare occasions and by only a handful, most of them in the province of Dalarna around midsummer (picture). I can’ t even remember the last time I saw one and don’t even ask me what Bohuslän’s costume look like, I wouldn’t have a clue. Some of the provinces have a stronger tradition than others, but in other words, it’s not exactly a piece of clothing that every family have in their wardrobe. And, it’s not exactly a hip piece of clothing either.

But this of course, is all about to change! Svenska Turistföreningen (The Swedish Tourist Association) has decided that it’s time to re-invent our national costume (folkdräkt – the project is called Folkdräkt 2.0) and take it into the 21st century. 25 promising designers – one representing each province (landskap) – are handpicked to design a completely new costume representing their province. By the end of May, Sweden will have 25 new and exciting national costumes and out of the 25, the public together with an expert jury will pick one winner.

One of the chosen 25 designers is 29 year old Karin Granstrand. She was born and raised in a small place called Gnosjö in Småland but at the moment she lives in Dals Långed where she study Textile-Garment-Design. Drawing is one of her favourite doings but she also enjoys all the work in front of her sewing machines – a great combination when you are about to design a brand new and updated costume for the province of Småland!

Hi Karin, what is a national costume according to you?
-A national traditional costume is historically something you wear to look good. It is a piece of clothing that make you feel relaxed and comfortable. The costumes do not look the same in different parts of Sweden and that’s why the clothes tell a lot of who you are and where you come from. It makes people feel more like a group and belong to a certain area or society. Before the industrial revolution the national costume was worn like everyday clothing.

How do you bring the  slightly dated Swedish national costume into the 21st century? Jeans? Sneakers?
-Yes, it’s my job now to find out what could be a traditional costume for today, maybe it really is jeans and a t-shirt? Maybe it is something sustainable or something that is biodegradable? I’m going to do a lot of research about the clothes we wear today. For example, what is important with the clothes of today and why? Do we feel the urge to belong to a geographical area these days? Spontaneously my guess would be no but then I thought of all the soccer supporters – for them the geographical area is very important. I have a lot of research to do and then choose what path to walk.

You are representing the Swedish province of Småland, what is typical for Småland?
-Småland is covered with forest and lakes which makes the nature really beautiful. The province is also known for both small and big industries, for example IKEA was founded in Småland. There is also one part in south of Småland that is really known for glassworks. And of course – we also have the famous dessert, ostkaka. Next week I am going to Småland to do even more research.

Do you have any particular favorite national costume, Swedish or foreign?
-Before this project I didnt’t know much at all about national costumes in Sweden. In fact, I don’t think I have ever seen a costume from Småland before I got to this point. I saw this project as a chance to learn more, and that was a very good idea.

If your costume wins, the Swedish crown princess Victoria will get it as a wedding gift. Will she make it justice?
-I would lie if I said that I am making my costume directly for Victoria. I mean, my intention is to design a new costume for the people of Småland. But if Victoria would try it on I’m sure both she and the costume would look gorgeous!

To read more about Karin and follow her work and travels around Småland, click here to get to her Folkdräkt 2.0 blog!
For more information about the Folkdräkt 2.0, click here! And remember, don’t forget to check back in a few weeks time to vote for your favorite Swedish costume.

Midsummer photo: Bo Lind/Sweden Image Bank
Photo of Karin Granstrand: Henrik Frenne