Monday, May 23, 2011

Portraits of Stockholm #5 Greger Hagelin

While the rest of us was getting wasted back in the days, Greger Hagelin was building up a clothing brand empire. When professional skateboarder Greger Hagelin and his activist launched WeSC (We are the Superlative Conspiracy) back in 1999, it quickly become one of Sweden's most popular brand.

Today WeSC has their own stores in Tokyo, Aspen, Beverly Hills, Munich, Berlin, Paris, Athens, Oslo and New York, as well as being sold in a large number of other stores.

The brand first became famous through sponsoring many Swedish underground artists and musicians with connections to the skating world with clothes, and little to no other marketing.

Among the first to wear WESC clothes were Swedish hip hop acts Looptroop and Timbuktu. This helped WESC to gain an alternative underdog image, which turned out to be very popular with the young Swedish underground culture, critical to the greedy fashion industry. WESC is still sponsoring many famous personalities with clothing, which they refer to as "activists" or "weactivists", in fact today Greger Hagelin and his WESC is one of Sweden's biggest clothing companies.

//P:Belladonna is impressed

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