Every year you’ll get the same American tourist walking around in a t-shirt with the Swedish flag and Sverige written underneath it. Everyone will secretly laugh at how silly he looks and how comical it is to see tourists from around the world wearing these ridiculous shirts that have been around for so long. Do you they need to wear these things, we think to ourselves.

But the thing is the sentiment is sweet – the fact that they’re proud to be touring this foreign country and they want to represent that in their clothing. The problem doesn’t lie with them. It lies in the clothing that is being sold to them. There is no great design or sense of fashion in this tourist memorabilia. Wouldn’t it be smart to start designs that are actually nice to wear yet still depict the same pride of discovering a new city or country?

Robin Ruth, a new souvenir brand, has finally brought this great idea to life.  Robin Ruth’s goal is to change the face of what the souvenir industry is constantly seen as – unfashionable and for lack of a better word, just plain “dorky.” With clothes, bags, and much more the brand aims to bring a bit of fashion into the world of keepsakes for all global travelers.

Heli Mishael and Lasse Lähteenmäki are heading Robin Ruth Sweden and think its one of the brand’s most exciting expansions yet. “Stockholm is such a cool and hip place and is recognized as a fashion city or even a fashion capital so we think Robin Ruth will flourish here. It is very exciting that now Robin Ruth customers can walk with a Stockholm bag in New York’s Union Square and meet people carrying Robin Ruth bags from London! Together, they are a part of a larger community that now also welcomes Stockholm and Sweden,” states Heli.

If you want to know more you can check them out for yourselves at the Formex Fair in Stockholmsmässan where Robin Ruth will be showcasing their new Fall 2013 collection. The brand has taken over many places worldwide and we’re excited to welcome them into our city and allow them to give Stockholm’s tourists a bit more than a lame key chain.  The best part for all of you that are Stockholm residents, like us, is that merchandise can be purchased from other cities on their site, here. 

Formex in Stockholmsmässan 15-18 August 2013