A fixture of shopping streets and centres all over the city, the denim store Carlings are now pushing forward with a new, artier concept store on Götgatan. It’s called MAD By Carlings (it stands for Music, Art and Denim), and as well as being a clothing boutique it also aims to be a cultural space for young Stockholm. The store will stock brands including Levi’s, Lee, Karve, Diesel, Nudie, Tiger Jeans, and Neuw, as well as more limited-edition, short-term ranges. And on special days, customers will be offered the opportunity to customise their own jeans in-store.

The cultural aspect of the store will focus on art and music, with art being housed in the store’s distinctive “White Box”, a, well, large white cube where work from young artists will be on display, starting with the Austrian Ben Reyer, whose collages will be on display until May. The store will also host in-store gigs, pre-parties for concerts and other music-related events.

“Both music and art have always been a big part of Carlings’ DNA”, says Kicki Persson, marketing manager at Carlings Sweden, “and with this concept store we hope to create a new relevant arena which will help to celebrate young talents within art and music, and also keep expanding our huge passion for denim”.

Mad By Carlings, Götgatan 32. For event updates follow on Instagram: @madbycarlings