Hello Store, Bare Stockholm

Amid Stockholm’s summer buzz, Bare opened the doors to its very first physical pop-up at Stureplan in Stockholm. A brand that until now had existed solely in the digital realm taking their first steps into a brick-and-mortar space, inviting visitors into a world shaped by simplicity, care, and carefully chosen materials.

Behind Bare is stylist and creative director Hanna MW, one of Scandinavia’s most influential voices in fashion and aesthetics. With Bare, she has created an underwear and essentials label built on a clear promise: fewer, but better pieces.

Materials lie at the heart of the brand, with all production taking place in Europe, in small-scale factories in Portugal where craftsmanship and sustainability go hand in hand. Only the most considered fabrics are used - textiles that breathe, move with the body, and feel just as right after a hundred washes as they did the very first time.

It was out of a shared love of high-quality fabrics that Bare and Gotain came together. For the brand’s first physical expression, the pop-up space was draped from floor to ceiling in flowing waves of Gotain’s sheer linen, woven in Europe from 100% French flax. The result was an airy setting where the textiles themselves took center stage.

The concept was developed in close collaboration with designer Simon Mattisson, whose 3D-printed elements in wood composite met the softness of the linen. The combination of innovative form and natural materials underscored Bare’s guiding idea: that fashion can be as functional as it is beautiful - and always sustainable.

With this pop-up, Bare offered its customers a new dimension of the brand: the chance to touch the materials, understand the craftsmanship, and see how textiles of the highest quality form the foundation of everything they do. When summer came to an end and the pop-up closed, the linen draperies were moved to Bare’s Stockholm headquarters, a reminder that the journey has only just begun.