Midsommar is the height of summer. In the northern parts of Scandinavia, the sun never sets. Light fills the sky, leaving no time for darkness. Joy, laughter, and warmth permeate these 24 hours as families and friends gather to honor the traditions of their heritage, while celebrating their lives of today. These 24 hours are longed for in the doldrums of winter and anxiously awaited in the late days of spring. This day of celebration unites the Nordic countries as they each celebrate this amazing time in their unique ways.
Started during our time at Gustavus Adolphus College in Minnesota, our team of Millennials with Scandinavian heritage realized there was not a brand celebrating our Nordic roots and identity. We are building this brand with a mission to excite and unite the next generation of Scandinavian Americans and those who love the culture. Based in Minneapolis, we seek to honor the traditions of our ancestors while championing the styles of Scandinavia today.