Stand Studio

Stand Studio was founded in 1989 in Stockholm as Stand and rebranded to Stand Studio in 2019 by creative director Nelie Berntsson, who had taken over the brand from the founders. The 2019 rebrand was substantive — under Berntsson, Stand Studio repositioned from a Swedish heritage outerwear brand into a contemporary leather and faux-leather house specifically targeting the Copenhagen / Stockholm new-luxury moment. The Stand Studio vocabulary settled around several signatures: faux-fur and faux-leather coats and jackets (the brand's commitment to ethical material substitution is genuine), oversized 1970s-influenced silhouettes, the recurring use of cropped proportions and exaggerated collars, and a colour palette that draws from oxblood, chocolate, and ivory. The brand became viral on Instagram in 2019-2021 through its Faux Fur coats — particularly the Nani Faux Fur Coat — worn by a generation of European fashion-forward customers. Stand Studio operates from Stockholm and ships globally through its own e-commerce, plus wholesale through Net-a-Porter, MATCHES, Selfridges, and others. The brand is independent. Berntsson remains creative director. Production is split between Sweden, Italy, and Portugal. Few Scandinavian brands have so successfully built an identity around faux-luxury material commitment — and few have made the faux-fur-as-luxury statement as Instagram-defining as Stand Studio's late-2010s viral moment.