“To dare to believe when everyone else despairs, to invest when everyone else pulls back.”
Krister tells us:
I carry a rich and multifaceted history that has shaped me into who I am today. As a triplet born in Argentina in 1967, I struggled from the very beginning to take my first breaths – a struggle that would mark my journey forward. At age 7, I found myself in a new world when I came to Sweden, an unfamiliar environment that I relentlessly tried to understand, both the language and the people.
My burning interest in fashion was ignited early on, despite limited financial opportunities. I patched and mended my expensive Levi’s jeans, which I wore with pride. The experiences of my youth in Stockholm’s vibrant fashion scene sparked a passion that would become my life’s driving force and conviction to make a difference.
Tell us more about why you want to work in the fashion industry?
I dedicated myself to the fashion industry in 1988 and have since been an unwavering force, driven by innovative ideas and a desire to change people’s attitudes. I have built brands, financed projects, and introduced new concepts to the Swedish market. As an agent and entrepreneur, I have developed an impressive network and a genuine commitment, not only in Sweden but throughout Europe over all these years. I have traveled everywhere and explored different styles – in younger days, one went to Italy for Italian fashion, New York for another “cup of tea,” and France to discover something other than the cautious and anxious Stureplan style.
What are your preferences when selecting brands for your agency?
My focus has always been on the product rather than the brand. I want to convey a personal style, inspired by relaxed elegance rather than trend sensitivity. Fantastic designers like Malene Birger at Day, Filippa Knutsson at Filippa K, and Thomas Håkansson in the 90s have all contributed to unforgettable memories and laid the foundation for my constant forward strive. Learning about materials, cuts, and quality are small details that in the grand scheme are about relationships.
Today, I run my own little “neighborhood tavern in fashion,” where I collect brands that carry a unique story and a passion for quality. I am convinced that it is this personal touch and tireless fighting spirit that makes a difference in an industry full of challenges. To dare to believe when everyone else despairs, to invest when everyone else pulls back.
Can you tell us more about your experience in the industry and what has driven you to continue?
During my 35 years in the industry, I have observed the sometimes arrogant and greedy attitude of brands towards the ambassadors who build up their brands. A homage to all agents and distributors who dare to stand there and finance the building of new markets. And a homage to you stores who fight alone in your decisions to dare to believe in what we all do – to delight and inspire others.
I often say that it is in adversity that one develops, not in success. My path has been winding, but I have never lost faith. Selling is about personality, high service, and knowledge. Also, about daring to be yourself and seeing opportunities where others see obstacles. I love what I do, and my deepest conviction is that it should always be fun.
“Let my story inspire you to follow your dream, no matter how winding the road may be. For the beauty of life lies in the personal.”
Today, Krister represents brands such as My Essential Wardrobe, Vicolo, Pronto Delivery, Lola Casademunt, ella&il and Salsa Jeans.