Gina Tricot

Gina Tricot is where I will start. At some point we'll discuss the H&M phenomena that's changing the world, but for now this is where we begin. Before ever stepping foot on the holy fashion ground of Sweden - I made a promise to shop at "Gina Tricot." (Thanks L.Hendrix.) Who is Gina, what does she have to offer?

Gina Tricot is in fact born and bred Swedish company, with locations in Sweden, Norway, Denmark, and Finland. On the list of most influential stores in Sweden, Gina Tricot pulls a second place behind H&M. It's affordable fast fashion.

Let me define "fast fashion." Fast fashion includes stores that have a high turnover in trends. These stores are always turning over merchandise. For example, say you discover a smokin' hot summer dress at Forever 21, but decide you'll give it 24 hours before commitment...you show up the next day and it's gone...like it never existed. This is what I mean by fast fashion. If you find it, buy it, or it's gone and you'll regret it.

Back to Gina. A family run business founded in 1997 with headquarters located in Boras, Sweden. (Boras is the leading textile city in Sweden.) Gina Tricot is said to be the fastest growing fashion chain in the Nordic region with over 120 local stores. Named after their basic collection of tops made of the soft, yet sturdy material "tricot."

Here is a look into what Gina has to offer here in Uppsala: