Tracing some of the most influential fashion forces in Stockholm to a firewood bag at Swedish country house – with a splash of Italian craftsmanship in the mix – the Lindström family's new accessories house ENSE has arrived, driven by the philosophy that luxury should enhance not restrict
Anyone immersed in Sweden's fashion landscape – or simply just browsing Stockholm's high end boutiques – has, knowingly or not, encountered the influence of the Lindström family.
For over four decades, the Lindströms have played a defining role in shaping the country's fashion landscape. As the founders of Image Group, they have been instrumental in introducing world-renowned brands like Mulberry, Gucci, Kenzo, Max Mara, and Bottega Veneta to the Swedish market. Now, after years of curating the best in international luxury, they – being Conny, Eva and Marcus Lindström– are turning their expertise inward, launching their own accessories house. Enter ENSE.
Roger Saul (Mulberry Group founder) with Birgitta Hallin (Mulberry Group agent) alongside Eva and Conny Lindström, 1985. Photo: Courtesy of ENSE
The transition from retail to brand ownership felt like a natural evolution for the Lindström family. Over the years, the landscape of luxury fashion has changed significantly, with major brands shifting towards direct ownership of their retail spaces. This shift gave the Lindströms an opportunity to refocus their passion and expertise. "Instead of representing other brands, we could create something of our own," Eva, CEO & Founder, and Marcus, Creative Director, tell Vogue Scandinavia.
The first taste of ENSE comes by way of a luxe, unisex leather tote named 'Sanda' the design origins of which are deeply personal – and thoroughly Scandinavian. “There was an old leather bag that had been sitting at our country house, Sanda, for years,” the duo say. “One evening, out of necessity, it was used to carry firewood when our traditional basket was too bulky and heavy – impractical. Surprisingly, it turned out to be the perfect solution: sturdy, spacious, and easy to carry. From that moment on, it became the official firewood bag at Sanda."
Photo: Courtesy of ENSE
The family's experience with the go-to firewood bag sparked the idea for the debut tote design, made in small batches by artisans in the hills outside Florence. “We wanted to capture that same effortless functionality and understated beauty in a luxury tote for everyday use. The Sanda Tote pays homage to its precursor through its structured yet relaxed shape, generous interior, and practical design elements. It’s a perfect example of how everyday moments can inspire timeless design."
After working with some of the world’s most prestigious luxury houses for decades, the Lindströms bring to ENSE an intimate understanding of quality, and what truly defines luxury. “With the knowledge we have cultivated and the relationships we have built, we feel this is the perfect moment to introduce ENSE – a brand rooted in Scandinavian aesthetics, Italian craftsmanship, and our vision of modern luxury," say Marcus and Eva.
A beautifully-crafted piece should be something you can live with, not just something you admire from afar.
Eva and Marcus Lindström, co-founders of ENSE
Marcus, Conny and Eva Lindström. Photo: Courtesy of ENSE
At the heart of ENSE lies a belief that luxury should be lived with, not just admired from afar. “For us, luxury should never come at the expense of practicality,” Eva and Marcus explain. “A beautifully-crafted piece should be something you can live with, not something you admire from afar.” With this ethos in mind, ENSE redefines exclusivity. “Our philosophy is about striking a balance: on one hand, our bags embody the hallmarks of luxury – premium leathers, small-batch production, and meticulous attention to detail. On the other, they are designed with real life in mind.”
The Sanda Tote, for instance – with its doubled-leather construction, impeccable detailing and four striking colourways – blends elegance with usability, structured to seamlessly integrate into daily routines rather than being reserved for special occasions. “Luxury should enhance everyday life, not restrict it. That’s what sets ENSE apart.”
Related: In the closet with Peg Parnevik
Photo: Courtesy of ENSE
Photo: Courtesy of ENSE
Photo: Courtesy of ENSE
Just as the name 'Sanda' is a nod to the story behind the tote, ENSE is loaded with meaning too. “The word ENSE means ‘to agree’ on something or ‘to be in harmony’ in Swedish – a fitting name for a brand that was born out of shared passion, vision, and experience,” the Lindström duo explain. While the family may not always see eye to eye on absolutely everything, their unwavering dedication to the same pursuit of excellence unites them. “This name reflects our commitment to working together to create something meaningful – something that brings together the best of our experiences in the fashion industry and our love for quality and timeless design.”
ENSE officially launches online on Wednesday 2nd April.