Hej hej! So pleased to meet you.

I’m Erika the founder of Dappad a London based Styling Service for men.

So far I have styled over 100 men in the UK including Ronan Keating and Ian Wright, they look damn good if I say so myself. Dappad has also been named one of the 10 coolest things in the world right now by GQ and I have been on CNBC. Not too shabby!

Wanna know more about me? 

I’m Swedish. Born and and raised in a tiny village right on the polar circle. I’ve lived in London since 2005 with my British husband and dual nationality daughter. I speak Swedish, English and French as I spent a few years strolling the streets of Le Marais in Paris. I am a lover of all things style. I really believe the world is in need of more beauty. It changes the way we feel about our selves and brings out the best in us. I LOVE to travel, I’m a vegan, environmentalist, animal friend and a cancer survivor.

Meeting my husband – and Dappad

I met my husband as I was working in finance here in London. And honestly his sense of clothing left a lot to wish for. A funny story is when we first started dating. He had left a shirt in my flat and my sister was staying with me. She came over with a horrified look in her face. Do you know where his shirt is from? I was like no but it can’t be good. Marks and Spencer, that just tells it all. No offense M&S but surely a young well off man can do better than that!

I always think of the movie Crazy Stupid Love when I think of this. There is one quote in the film where Ryan Gosling’s character tells the Dad in the movie Steve Carell. You are better than the GAP! I love this! It just hits the spot. Surely you are better than the GAP.

Like Ryan Gosling in the movie I set out on getting my husband a new wardrobe introducing some Scandi cool. However unlike Ryan Gosling my mission was not so successful. Shopping is a pain! Like I wasn’t busy enough with my own things – having to go out shopping for my husband as well – No thank you.

The few times we ventured out together we ended up having an argument and most often left empty handed searching for the closest bar that was serving alcohol. Seriously who finds their way in these department stores? We now have a daughter and there is no way we are going out on a shopping trip together.

So this is why I started Dappad. There had to be a more pleasurable shopping experience that you could enjoy, and hopefully end up looking like Ryan Gosling in the end.;) Or juts like the best version of your self! My husband does indeed look really great now.

Be a force for good

Another reason for starting Dappad is that I don’t particularly like the way that the fashion and retail industry operates. It’s all about mass consumption, big brands and fast fashion. I wanted to introduce a more curated type of shopping with smaller brands and designers, getting away from the everything everywhere kind of thing. Taking inspiration from my Swedish roots.

I also wanted to change the pace. Less is really more and quality ALWAYS trumps quantity. I don’t come from a rich back ground but I was always raised with the notion that you get what you pay for. Growing up I always bought a few quality pieces over many cheap ones.

Finally I want Dappad to be at the forefront of promoting a sustainable way of living, for the environment and animals. And I will hopefully soon announce some partnerships with charities that work for this.

So what do you say? Ready to look the part?

Become a Dappad man here and get 10% off your first order!




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