Toteme is one of those brands you can usually recognise within seconds. The striped scarves, the long coats, the straight silhouettes, the flat boots. Even people who are not deeply interested in fashion often know a Toteme outfit when they see one.
Founded in Stockholm by Elin Kling and Karl Lindman, the brand became known for a minimalist aesthetic built around clean lines, neutral colours and a very consistent visual identity. While many brands change direction constantly, Toteme keeps returning to the same silhouettes and styling formulas season after season.
by Mats Gustafson
I think that consistency is a big part of why the brand became so influential. Toteme does not rely on loud trends or dramatic runway moments. Instead, it built a very recognisable wardrobe around a specific way of dressing.
Once you start noticing the details, the same elements appear again and again: structured outerwear, long straight silhouettes, oversized scarves, tonal layering, flat shoes and minimal accessories. The pieces are simple on their own, but together they create an aesthetic that feels instantly identifiable.
And honestly, I think that is also why Toteme became so associated with modern Scandinavian style. The outfits feel polished and intentional, but still practical enough to wear in real life.
This post looks at the design principles that define Toteme’s style over time, while also touching on the foundations that shaped it. From silhouette to materials, the same choices appear again and again across collections and campaigns.
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Where Toteme comes from
Toteme was founded in Stockholm, and its design language reflects that context clearly. Scandinavian style tends to prioritise function, simplicity and coherence. Clothes are designed to work in daily life, across different settings and over long periods of time.
At Toteme, this translates into pieces that feel purposeful. There is very little visual noise. The focus stays on shape, material and how garments relate to the body and to each other. The result is a style that feels composed and practical, without becoming utilitarian.
Who founded Toteme and when
Toteme was founded in 2014 by Elin Kling and Karl Lindman. Their idea was to create a modern uniform for women. From the beginning, the brand focused on building a wardrobe around a few strong and recurring elements. It avoided seasonal statements in favour of consistency.
Over time, Toteme became known for its coats, knitwear, scarves and clean tailoring. These pieces return season after season, and are beign refined over time. This continuity has helped the brand establish a clear identity in a relatively short amount of time.
Why Toteme is so popular
Toteme’s popularity reflects a broader shift towards more considered, repeatable wardrobes. Rather than following trends, the brand focuses on a consistent set of ideas that are refined over time. This makes its pieces easy to recognise and easy to wear across different contexts.
It also aligns with what is often described as “quiet luxury”, where the emphasis is on proportion, material, and overall composition rather than visible branding. The result is clothing that feels intentional without appearing styled.
At the same time, Toteme’s presence on social media has reinforced this identity. Pieces are often worn as part of a uniform, which makes the aesthetic more recognisable and easier to replicate.
The Toteme formula
Toteme’s preference for long and continuous lines
Across collections, Toteme consistently favours length. Coats extend through the body, trousers are rarely cropped, and knitwear often sits lower on the hip. This creates a continuous line through the silhouette.
Therefore, length becomes a defining feature. Toteme doesn’t use contrast or detail to shape an outfit. They let proportion do the work. This leads to a look that feels deliberate, even when the individual pieces are simple.
Try this: Focus on length first. Choose coats that fall below the knee, trousers that skim the shoe, and avoid cropped lengths or abrupt hems that break the vertical line.
The look for less:
Long wool coats and full-length trousers on the high street often capture this aspect of Toteme’s style. Shorter pieces or more detailed alternatives tend to dilute the effect.
Subtle feminine shapes
Toteme uses shape, but it rarely makes it the focus. Clothes are cut to follow the body without clinging to it. They otfen use the shoulder line and fabric structure to create form. Waists are gently shaped, but not highlighted with belts, darts, or obvious tailoring details. Toteme builds shaping into the garment in a subtle way and without turning it into a visible feature.
Because the silhouette is built into the garment itself, pieces feel strong and complete without needing extra styling. They look finished on their own, as the structure comes from proportion and cut.
Try this: Choose garments that hold their shape naturally. A coat or jacket should feel intentional when worn open, without relying on cinching or tightness.
The look for less:
Look for clean tailoring with some weight to the fabric. Avoid styles that depend on darts or obvious shaping to appear polished.
Oversizing as a design choice
Oversized silhouettes appear regularly in Toteme’s collections, but they are always deliberate. The pieces have volume, but it is never exaggerated.
Coats, knitwear and scarves are often cut with extra volume. However, the overall silhouette stays clean. Because this scale shows up across different pieces, it feels cohesive and easy to wear.
Try this: Choose one oversized piece. Build the rest of the outfit with straight, relaxed shapes and minimal detailing so the proportions stay balanced.
The look for less:
Oversized pieces that look purposeful on the hanger tend to translate best. Shape and fabric weight matter more than following volume trends.
Accessories that follow the same logic
At Toteme, accessories feel like part of the outfit, not an afterthought. Scarves are often large and worn loosely. They help extend the line of the look, instead of adding decoration. Bags are simple and structured. They are chosen to sit naturally within the outfit.
The focus stays on the silhouette. Accessories follow the same logic as the clothing. They reinforce the overall shape without of pulling attention away from it.
Try this: Choose accessories that match the scale of your clothes. If your outfit is long or oversized, use larger scarves and structured bags so everything feels balanced.
The look for less:
Larger scarves in heavier materials and clean, structured bags tend to align more closely with Toteme’s aesthetic than smaller and decorative options.
Materials that carry the design
Toteme relies on materials that can support simple silhouettes. Wool coats have weight, knitwear feels dense, and lighter fabrics still maintain structure.
Because the fabrics do much of the visual work, the designs can remain more simple. Texture and finish do the work instead of extra details.
Try this: When comparing two similar items, choose the one that feels heavier in your hands, falls cleanly when hung and doesn’t wrinkle easily.
The look for less:
Compact knits, brushed wool blends, and heavier cottons can create a similar effect, even at a lower price point.
A palette designed for repetition
Toteme’s colour palette is intentionally narrow. Neutrals are layered in related tones instead of contrasted sharply.
The effect is outfits that feel cohesive and easy to repeat. Colour supports the silhouette without drawing attention to itself.
Try this: Build outfits within one colour family, mixing slightly different shades to keep the look cohesive.
The look for less:
High-street neutrals often work best when worn together. Similar shades layered head to toe tend to feel more intentional.
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What Toteme’s style really represents
Toteme is not about minimalism as a trend. It is about consistency. The same ideas return season after season, refined over time.
That consistency shows up everywhere: in long, uninterrupted lines; in shaping that is built into the garment; in volume that feels deliberate; in accessories and materials that support the silhouette; and in a colour palette designed to repeat easily. Nothing is accidental, and nothing is there only for effect.
This discipline is what gives the brand its strength. Toteme feels modern because it knows what to keep, and recognisable because it does not rely on obvious signatures. The clothes work together, age well and make sense across different contexts.
Seen this way, Toteme’s aesthetic is less about buying into a look and more about understanding a way of dressing. Once the underlying principles are clear, they become easy to apply beyond the brand itself, in how pieces are chosen, combined, and worn over time.
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