Stayhard

Stayhard started out in 2005 in a basement in Herrljunga, a small town in Sweden, before growing fast enough to need its own office and team. It later moved to Borås, and has stayed online only throughout, building a name on a well-chosen mix of brands alongside its own in-house labels, quick delivery and 365-day free returns.

The edit runs from Scandinavian minimalism to heritage staples and sportswear, so you get the clean lines of Mads Nørgaard and Clean Cut next to Björn Borg and CAT workwear, with newer names like ARKK Copenhagen and Nicce for something sharper. It's a solid stop for denim, too, with Dr. Denim and Just Junkies in the mix. Good for building a wardrobe that mixes Nordic simplicity with a bit of streetwear edge.