Where? This hip store is in SoFo (South of Folkungagatan), on Sodermalm, one of Stockholm's islands. SoFo is similar to SoHo in New York and Soho in London, and is considered the city's fashion district. The area also boasts small stores featuring local up-and-coming designers.
Who? Owned by Anna Nortenius and Ulrika Stollman, the store opened 11 years ago as an underground source of funky and hard-to-find fashion items.
Fashion finds: Tjallamalla features more than 250 designers, including some well-known Swedish brands such as Acne Jeans and The Stray Boys. Many of the labels are designed by art students from fashion-design schools in Stockholm, Central St Martins College of Art and Design in London and the London College of Fashion. The boutique features clothes, bags, shoes, jewellery, baby clothes and hand-picked vintage items, along with magazines and music.
The crowd: the clientele includes off-the-wall followers of fashion and celebrities. Many of the clothes are used in photo shoots, television shows or music videos. Band members get a discount if they buy stage outfits here.
Extras: the boutique has a hairdressing salon in the basement. It also hosts art exhibitions and a DJ often spins the decks on Saturdays and SoFo nights (late-night shopping). An in-house clothing label is in the works with designer ?sa Westlund, who previously worked for Chloe. The line, Tjallamalla by ?sa Westlund, will be inspired by the 1970s and will feature clothing and accessories for plus sizes.