Why Do Americans Want to Dress Like Swedes?
Briefly

Karl Lindman, who co-founded Toteme with Elin Kling, explained that the brand’s name reflects both a symbol of like-mindedness and a design philosophy focused on elegance.
Elin Kling emphasized that they chose the name Toteme to soften the masculinity associated with 'totem,' aligning it more closely with their vision for women’s fashion.
Read at www.nytimes.com
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