The Giving Tretorn
The Swedes Are Here

Ah, the Swedes.

They give and they give and they give. Between the blondes walking around our fair city, their sexy midsummer night festivals and the cooking of Marcus Samuelsson (and the blondes walking around our fair city), the Swedes are always a welcome ray of sunlight.

They happen to be pretty stylish, too. Case in point: Tretorn, the longstanding Swedish clothing and shoe company opening their first New York store in Soho today.

Think of Tretorn as the guy behind your stylish Scandinavian friend—the one who always looks a little snazzier (but not too much snazzier) than everyone else. You're probably familiar with their rubber boots and old-school sneakers, but you'll want to swing by the new bamboo-floored storefront to glimpse a little more on a lazy summer afternoon.

In fact, there's a lot more. Like their entire classic, sporty Kläder ("clothing" in Swedish) collection of sweaters, pants and button-downs. And their brand-new line of sunglasses. And, if you're looking for something a little more high-fashion, they'll be hosting exclusive Tretorn collaborations (starting with the hot Swedish denim label, Acne Jeans).

But if you really feel like purchasing some Swedish hardware without making a trek to Red Hook, they're also peddling Kronan bicycles and beautiful, sleek wooden boats from Caillou.

Take that, Ikea.