Holmaie

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It was there, in the shift between the facades of Vasastan and the horizon of the archipelago, that the idea grew. Through Lake Mälaren’s love for the sea, a mixture of sweet and salty, as Lasse Berghagen sings – there was born the feeling I wanted to capture in fabric. A brand that carries the soul of the city, but that breathes the freedom of the islands. 

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Raw concrete and velvet light, quiet morning mist over Riddarfjärden and neon lights on Söder on a late Friday. HOLMAIE became my way of translating that – into clothes that tell a story without shouting. Each garment carries a detail from the city: a line from a facade, a color from a worn railing, a cut reminiscent of the wind between the houses. It is style with thought, form with feeling.

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The idea for the brand grew during late nights. I saw how people wore their style with self-evident but also with thought. HOLMAIE became my way of celebrating that – a clothing brand where every piece is inspired by details in the urban environment: the shadows between the facades, the colors of the water, the feeling of freedom when you leave the mainland for the archipelago. It’s not about following trends, but about creating something timeless – rooted in Stockholm but wearable wherever you are. 

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HOLMAIE is also a reflection of my own journey. From sketches in a notebook to the first sample collection, everything has been driven by a simple idea: to transform the soul of the place into design. Each collection is a new chapter, just like the city that is constantly evolving. HOLMAIE is not just clothes – it is a celebration of Stockholm, seen through the eyes of a new generation.