Shop the Story

Read the stories behind the brands and people that are taking action and that are working for a more sustainable world. Get inspired and purchase the items connected to the stories.


Emil Franzén

brand - Emil Franzén

3 simple tips for selling second hand

Selling clothes that you no longer wear is good for both the environment and your wallet. We asked Emil Franzén – one of our sustainable rebels – for tips on a top Yaytrade boutique.

Christian Skogsgårdh

brand - Christian Skogsgårdh

Meet the trader

Christian Skogsgårdh is one of Yaytrade’s fashionable traders for FW 2020. He is renowned for his sense of style and second-hand fashion.

Lilly Kungs

brand - Lilly Kungs

Meet the trader

Lilly Kungs is one of Yaytrade’s fashionable traders for FW 2020. Her best styling tip is to always search the men’s section when buying second hand.

Amelia Oller

brand - Amelia Oller

Meet the trader

Amelia Oller is one of Yaytrade’s fashionable traders for FW 2020. She is renowned for only wearing vintage and second hand and with her instagram account @secondhand.jpg she inspires her followers to do the same.

Oscar Zia

brand - Oscar Zia

Meet the trader

Oscar Zia is one of Yaytrade’s fashionable traders for FW 2020. He’s go-to outfit is a pair of well-fitting jeans, a tank-top, a leather jacket but most importantly, a pair of Dr. Martens.

Alicia Agneson

brand - Alicia Agneson

Hijacks Stockholm Fashion Week

By now we’re all aware that the fashion industry is a serious threat to our planet. Wanting to dive a little bit deeper into this important subject, we hooked up with Alicia Agneson – actress and fashionista renowned for only wearing vintage and second hand – who agreed to hijack fashion week with us, and share her experience.

Janni Olsson Delér

brand - Janni Olsson Delér

Which destination is Janni’s favorite?

Janni Olsson Delér is one of Sweden’s leading digital creators and she shares her life with over 1.6 million followers on Instagram and YouTube. She lives with her husband Jon Olsson Delér in Monaco, and together they explore the world and find inspiration in all the places they visit.

Emil Stegfeldt

brand - Emil Stegfeldt

How to create successful content on social media

Emil Stegfeldt is the young Swedish guy who, despite his age, has become well-known in the skiing industry. In addition to his career as a free rider where he actively competes in the Freeride World Tour, he manages a YouTube channel and an Instagram account, and is very interested in photography and editing.



brand - Steamery

4 tips for increasing the lifespan of your clothes

Steamery wants to inspire you to take better care of the clothes in your wardrobe. Their line of clothing care products are high tech, with an easy to use Scandinavian design.

Urban Collective

brand - Urban Collective

Where sustainability meets design

Urban Collective is an international design collective in which culture and tradition meet sustainability and design. Their products are characterised by premium quality in natural materials with a twist and touch from the collective’s designers from all around the world.