Boutique Sportif

About Boutique Sportif

Boutique Sportif started life in Stockholm in 1998, founded by Jonas Wiehager, and is recognised as Sweden's first streetwear store. It grew out of the DIY spirit of punk, skateboarding and hip-hop, quickly becoming a gathering point for DJs, local legends and anyone after hard to find brands. Alongside stocking other labels, it built its own Boutique Sportif Collection, with "Represent Wear" as the standout piece since its 1999 debut. That line began with the classic STOCKHOLM logo, was updated with the New Sthlm logo in 2015, and has since developed into a full, contemporary collection.