STAND, a relatively new Swedish fashion brand (started in 2014), just won the prestigious price Guldknappen 2016 – appointed by Damernas Värld. We met with the woman behind the brand, Nellie Kamras, and got a quick chat about the rapid success and what’s to come in the future. We can certainly say that STAND is here to stay!

What does a price like ”Guldknappen” mean to you? Guldknappen is huge for us. Three years ago, when we launched STAND, we couldn’t even imagine that we would be nominated for such a prestigious price. Winning the gold medal was so far beyond our expectations.

The fashion industry has rapidly accepted STAND as a brand to watch, what are your thoughts on that? It’s amazing that the interest has been so big. My best guess is that we are a niche brand, launched at the right time, offering a product that people obviously were looking for.

What’s behind the success? A lot of hard work and a great team! I come from a family with a long background in the leather industry, of course that has contributed to the success and the possibilities to do this as well.



What has been a key moment for STAND so far? Besides winning Guldknappen, one large moment happened a year ago when we did our first ever presentation during Fashion Week in Stockholm.

Who is the STAND customer? The STAND woman is someone who loves contemporary fashion and who appreciates clean design and high quality.

Since we are curious, what’s in the loop for the future? Well, a lot actually! On Monday we are doing our first ever fashion show during Fashion Week in Stockholm. We are also beginning to experiment with new materials and product groups, as well as expanding into new markets.


STYLEBY’s favourite FW16 coats and jackets



Norma leather Coat ”A long leather trench for those autumn days.”

Romy Jacket A great jacket for Scandi weather.” 

Claire Coat ”Investment for a lift-time – the leopard jacket is such a great piece.” 

Chloe Leo jacket ”Keeping you warm all winter.”