Are you hearing about Toteme for the first time? Or has this brand been on your radar, but you never experimented with it? I’m here to share with you everything I know about Toteme. Stick around until the end for some hot off the press news about Toteme!
My style has always been a little understated, a little simple, and a little chic. I am personally not drawn to wearing easily recognizable items and logos, which is why some luxury houses do not speak to me. While I’m not a capsule wardrobe type of person by any means, I do not like holding onto clothes that I do not regularly wear. When I started cleaning up my closet many years ago, which you can read more about here; once I was done getting things I no longer wanted to hold on to out of my closet, I was left with elevated basics. Things I wore over and over again.
I got to learn more about different brands over the years. Interestingly, each brand with a minimalist ethos brings something different to the table. I love to learn about new brands that do this from different parts of the world. Japanese minimalism vs American vs Italian vs Scandinavian are very different. You can absolutely tell the difference between Toteme, The Row, and Loro Piana’s collections even if they can influence one another at times.
This post is all about Toteme, and everything I know about this brand I’ve gotten to be quite fond of.
WHAT ABOUT TOTEME?
Toteme came on my radar about six years ago. It is a Swedish brand, founded in 2014 by Elin Kling and Karl Lindman, that focuses on high quality minimalism & chic style. Before Toteme, Elin was a fashion blogger and had worked on some fashion projects like a collaboration with H&M in 2011, and putting a collection for Guess by Marciano in 2012. She launched Toteme with her partner in 2014.
When I first encountered Toteme online, I was absolutely impressed by their style, the quality of their products, and fabric composition from what I could see online. It always looked very Scandinavian. But it wasn’t until 2022 when they opened their SoHo flagship that I had a full appreciation for the brand.
The fabrics feel very luxurious, and the composition is nothing short of high-quality. Their style is very Scandinavian minimalist at its core redefining slow fashion with a permanent collection that never goes out of style.
I was introduced to the uniform concept through Toteme. This idea that you would have elevated basics that you could mix and match and wear over and over again. Nothing resonated more with my style and I worked to build that closet for myself (or should I say, still am).
There is also an element of IYKYK to it, things are still not as mainstream with a few exceptions, like the scarf jacket that every mother pushing a stroller on the Upper East Side owns.
I loved that they had a permanent collection that was produced on a yearly basis. In a way it felt like you can build on your Toteme wardrobe, not a rat race you have to catch up with every season, it felt sustainable. It is said that Toteme refines those classic pieces, in an attempt to perfect them overtime. In an interview with the Vogue magazine, Elin Kling said that she turns to herself and her closet when she needs to create something new. She asks herself what she needs for daily wear or an upcoming occasion. It is interesting to me when designers exclusively wear their brand and have such a personal relationship with it. It really shows that this is not just a business, and the bottom line is a lot more than just making profit.
For me Toteme has been a wonderful discovery. The design and feel of their clothes, is exactly what I want to put on every day. It’s never over the top, and it’s never too basic. It just strikes the right tone.
MILESTONES
In 2018, they opened their first store in Stockholm, prior to the that they operated primarily through third party stockists. Toteme launched a shoe collection in 2019 with much anticipation, bags in 2022, and a jewelry line in 2023, with the same minimalist esthetic staying true to the brand.
SIZING
Toteme’s fit is generally oversized, things run large. I don’t think I’ve ever tried anything that was my actual size in their clothing section and thought it looked right, with the exception of denim. If you cannot shop or try things in store, their website is super helpful. Once you pull up an item and click on size advice, you will see a little blurb on top of the sizing table. It will tell you how many sizes to size down for the kind of fit you want. Shoes are true to size.
Their style is very Scandinavian minimalist at its core redefining slow fashion with a permanent collection that never goes out of style.
SHOPPING EXPERIENCE AT BRICK-AND-MORTAR
I absolutely love shopping at the SoHo flagship. It’s a beautiful place, the staff go above and beyond for their customers. Toteme has quickly become one of my favorite stops in SoHo. Shopping online and in-person are completely different experiences with Toteme. While I love receiving packages in the comfort of my home, I love trying on pieces and finding gems I would never discover if I was browsing online. This can be said about any brand but it is even more true with brands that are luxury houses, working with high-quality fabrics.
Recently, I browsing the new collection online and saw this dress that I thought was elegant but didn’t think much more of. While in store, I happened to feel the fabric before recognizing which dress it was, and I was pleasantly surprised. I would have never thought they would make this dress in a thick cotton and linen blend fabric like the one they chose.
PRICE POINT
Toteme’s price point is an ‘easier’ hard nut to swallow. Items are not cheap by any means, but they are not astronomical as other brands in the same category are. The best way I can describe it, is that it is worth it, and a great investment. You will get your price per wear. And if you find your favorite piece discounted, consider it a steal and snatch it before someone else does. More on this next.
WHERE TO BUY TOTEME CLOTHES?
Toteme continues to have a heavy presence in third party stockists like Mytheresa, Net-a-Porter, SSense and many others. These companies will have great discounts on items, especially the ones that are a season or two old. This means you can purchase timeless pieces a season after for a fraction of the price. I’ve rarely seen the core collection in classic colors go on sale. There is also a possibility that some of the novelties for the season sell out, so if a style is very important to you buy it right then (or on your trip to Europe, you know how I feel about that).
It is also a good idea to keep an eye on Toteme’s website for sales. I’ve seen the opposite situation where at the end of the season they will discount certain items (sometimes up to 50%), while third party retailers will continue to carry them at full-price. The only glitch being that they will be final sale. So, when you’re on the hunt for something look everywhere before purchasing.
HOT OFF THE PRESS
I have recently learned that Toteme is coming to the Upper East Side making my neighborhood a second base. I was so delighted to learn about this as I can finally take a walk to my current favorite store. My credit card, not so much. But also, what a tremendous achievement for Toteme. I am genuinely happy for their ongoing growth and success.
Toteme at E 69th St and Madison Ave. Eeeeek!
My recent Toteme haul, if that interests you, check it out.
This post was all about Toteme, and everything I know about this brand I’ve gotten to be quite fond of. Comment on your thoughts about the brand!
As always, thank you for stopping by and reading.
See you next week,
Girl on the Upper East Side
Xx
If this blog post interested you, you might want to read my blog posts on The Row and Phoebe Philo.
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