Q&A on Swedish craftmanship

Swedish craftsmanship is more than a method – it is a mindset shaped by tradition, sustainability and a relentless commitment to quality. From timeless minimalism to expressive interiors, it is a craft rooted in respect for material, detail, and longevity. It stands for purposeful design, often understated but never ordinary, and always driven by the ambition to create something that endures. In this Q&A, we explore what Swedish craftsmanship means today, and how its principles continue to inspire, challenge, and shape those who carry this legacy forward.

Jonatan Ehn

Chief Commercial Officer, Asket

What does Swedish craftsmanship mean to you, and how is it reflected in your work?

To us, Swedish craftsmanship is centered around as little design as possible, honoring the raw material and finding beauty in simplicity, with yet meticulously crafted details. This is something that we also strive to reflect in our own products. As a nerdy and perfectionist brand, obsessing over the materials, craftsmanship, and design details that make up our products is what really makes us tick and something we’re very proud of. In addition to the product itself we also want to honor our Scandinavian heritage in our retail store concept, working with Swedish architects and manufacturing all store fixtures in small wood and metal workshops outside of Stockholm.

How do Swedish design principles inspire your approach to your products?

Overall our product philosophy is probably close to what most people picture when they think about Swedish or Scandinavian design – timeless minimalism with a sober color scale and strong focus on material and craftsmanship. Our goal is to create the perfect version of each archetype garment; the perfect t-shirt, the perfect sweatshirt, the perfect oxford shirt, etc. and relentlessly refine those garments over time. A key part of that process is evaluating every design choice and detail and stripping away everything that doesn’t add value or clutters the overall impression.

Maria Veerasamy

CEO, Svenskt Tenn

What does Swedish craftsmanship mean to you, and how is it reflected in your work?

101 years after the company’s founding, “Made in Sweden” remains the heart of Svenskt Tenn. Most of our products are still manufactured here in Sweden, by small-scale producers who are true experts in their fields. Many of these partners of family-run businesses that have collaborated with Svenskt Tenn for a very long time. Thanks to our ownership model – the company has been owned by the Kjell and Märta Beijer Foundation since 1975 – and Svenskt Tenn’s board, we have a clear mandate to never compromise on quality nor longevity – two of the defining values of Swedish craftsmanship.

How do Swedish design principles inspire your approach to your products?

Svenskt Tenn has long challenged the pared-back minimalism often linked with Swedish design. While the company’s founder, Estrid Ericson, initially embraced modernism and functionalism, her long-lasting collaboration with Austrian architect and designer Josef Frank introduced a more expressive and colourful approach, with influences from a multitude of cultures and movements, including the English Arts and Crafts movement. This being said, the signature interior philosophy that Svenskt Tenn still works with today can be seen as distinctly Swedish in spirit: it is humancentred, homely, and favours warmth and longevity over short-lived trends.

Carl Bäckstrand

Deputy CEO, White Arkitekter

What does Swedish craftsmanship mean to you, and how is it reflected in your work?

Since the start of White Arkitekter in 1951 collaborations have been a driver for us to create great architecture. The Swedish tradition of a collective approach to craftsmanship is an important part of our work. From the very start of a project we make sure to involve not only the client and team but also a wide range of stakeholders, young and old. To manage this, we work interdisciplinary with social anthropologists and biologists next to architects and engineers. We are proud of being an employee-owned company with a mission to enable sustainable life through the art of architecture.

How do Swedish design principles inspire your approach to your products?

Swedish design principles are based on human values and respect for nature. We highlight this by focussing on Health and Social value, Nature-based solutions and Circular architecture. In dialogue with our clients we emphasise a holistic approach and long term thinking. In the UK this is shown in projects like the Velindre cancer center in Cardiff where we design a best in class hospital with biobased materials such as hemp and wood surrounded by a beautiful landscape. Or the Gascoigne estate in Barking where we made sure the new affordable housing area is a pleasant place to live both inside and playing in the courtyards outside. Enabling the residents to enjoy a safe, attractive and green public realm.