The secret to the perfect Scandi capsule wardrobe, unlocked: Wakakuu Icons

At first glance, ‘Wakakuu’ is a word that could, perhaps, pass for Finnish. But despite the retail destination’s unmistakably Nordic DNA, the name is, as it turns out, actually Japanese. “We came up with the name after seeing a beautiful Japanese painting called Love to Wakakuu,” says Maria Tollemark, who co-founded the brand with Anna-Maria Lundström-Törnblom and is half-Japanese. “Wakakuu means feeling young at heart. For us, it’s not about actually dressing young – it’s about feeling vibrant and beautiful in what you wear.”

Browse Wakakuu’s carefully curated online boutique, and it’s easy to see how this Japanese expression has become their ethos. From impeccably cut denim by Anine Bing to sumptuous knits by Lisa Yang, these aren't just beautiful clothes – they’re clothes that will make you feel beautiful, too.

Like many great ideas, Wakakuu was born out of an 'a-ha!' moment between the Gothenburg-based entrepreneurs in 2011. “We were driven by our shared vision of creating a carefully curated shopping destination for high-end brands,” says Tollemark. “We wanted to offer women a place where they could invest in timeless, high-quality pieces – items that would last for years and never go out of style.” And so, the Wakakuu ethos was established: an unwavering commitment to slow fashion, quiet luxury, and curation over excess. With over 100 premium brands hand-selected to align with this vision, the retailer quickly has become a leading force in the Scandinavian fashion landscape.

Fast forward to 2019, when Wakakuu was responsible for the birth of an icon. Wakakuu Icons, to be more specific: a a line dedicated to timeless essentials designed to be the backbone of a modern wardrobe. From velvety-soft cashmere sweaters and crisp cotton shirts to the perfect wool coat or suede jacket, Wakakuu Icons delivers the ultimate foundation for an effortless capsule wardrobe.

While Wakakuu’s multi-brand platform is a treasure trove of coveted labels, Wakakuu Icons distills the essence of the brand into its purest form. Each piece in the collection is designed to be effortlessly versatile, making mix-and-match styling second nature. Think of it as the secret to a Scandinavian uniform – refined, understated, and endlessly adaptable. “Wakakuu Icons embodies our philosophy of quiet luxury,” Tollemark explains. “Minimalist, feminine, and long-lasting designs that don’t chase trends but instead create a foundation for true personal style.”

As the fashion industry shifts toward sustainability and intentional consumption, Nordic fashion is leading the way. “Nordic fashion is becoming increasingly focused on sustainability, timeless design, and quality over quantity,” the founder observes. “This aligns perfectly with Wakakuu’s philosophy.”

In an age where e-commerce can feel overwhelming, Wakakuu offers something unique: a personalised shopping experience. “Styling and inspiration are at the heart of our concept – we want every customer to feel guided and inspired when shopping with us,” Tollemark explains.. Unlike faceless online marketplaces, Wakakuu’s expert curation ensures that every piece, whether from their Icons line or an external designer, meets an uncompromising standard.

In line with this, every brand – and item – stocked on Wakakuu undergoes a meticulous selection process. “Each piece is handpicked by our buying team. We are highly selective and only collaborate with brands that meet our standards for quality, design, and craftsmanship,” she says. The result is a collection that feels deliberate and thoughtful – never overwhelming, always inspiring.

Who, exactly, is the Wakakuu woman? “Confident, stylish, and authentic,” the founder answers without hesitation. “We want every woman who shops at Wakakuu to feel like the best version of herself – strong, elegant, and effortlessly chic.”

It’s a sentiment that rings true in every aspect of the brand, from the carefully selected brands to the impeccable curation of Wakakuu Icons. The pieces are designed not to overshadow the wearer but to empower her—to be the canvas for her personality, rather than a costume that dictates it.

Building a premium fashion brand isn’t without its lessons. “One of the most important things I’ve learned is the importance of truly understanding and adapting to customer needs,” the founder shares. “Our strong focus on customer experience has resulted in a loyal client base, and we’ve seen how personal service, carefully curated selections, and attention to detail make all the difference.”

Beyond customer relationships, Wakakuu’s success has been built on an unwavering commitment to quality and longevity. “We don’t believe in fast fashion – we believe in investing in pieces that last,” she says. This philosophy, deeply embedded in Nordic fashion values, is what sets Wakakuu apart in an increasingly trend-driven world.

For those looking to master the art of the capsule wardrobe, consider the mystery officially solved. The secret? It all starts with Wakakuu.

Shop Vogue Scandianvia's selection from Wakakuu's spring/summer '25 assortment below.