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Journal

Chronicling all things SWIMS in style and substance.

What’s in store for Oslo: meet the first SWIMS concept store.

Our first Concept Store sits in the heart of the Oslo's fashion district. It means so much for us to bring the SWIMS story home to our Nordic roots—and to welcome passers-by with open doors.

Paying homage to our Nordic roots, in October we opened our first Concept Store on Prinsens Gate in Oslo, the heart of the Norwegian capital’s fashion district. Global as our ambitions are, it means so much for us to bring the SWIMS story home—and to welcome passers-by with open doors.

This brand-new space aims to infuse the customer journey with elegance, utility, and smart lifestyle solutions. Instead of a checkout counter, visitors navigate a large, central community table and a comfortable array of seating options. Each surface fulfills a dual purpose, highlighting SWIMS apparel by day and seamlessly transitioning to a vibrant after-work ambience come evening—perfect for casual-yet-lively get-togethers.

We loved it so much we decided to go ahead and relocate our offices and showroom there, too. Made to move, indeed! Stop by when you’re in town—it would be our pleasure to show you the new digs.

Alexander Eskeland

Co-Founder

We are incredibly proud of our Nordic heritage and are excited to bring a new kind of shopping experience to the city where it all began.

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