Rino Design Sthlm: A playful world of colours and patterns
By Malin Norman | Photos: Atilla
Rino Design Sthlm makes clothes that stand out. Its colourful designs are sure to bring a sense of joy to any wardrobe and may even have people stop you on the street – asking what designer you are wearing. The fashion brand is opening up its new store in Stockholm this month – be sure to add this to your list of unmissable spots.
Started in 2007 from a desire to make clothes with a bit more personality, Rino Design Sthlm quickly became a go-to for women who are not scared of being seen. “At that time, I had the feeling that most people in Sweden dressed in the same way,” says founder Carina Rino Lindgren. “I wanted to make something more fun and playful, with colourful designs.”
Inspired by Nordic textile design from the 1960s and 1970s, Carina designed clothes in limited editions made from recycled retro textiles. Then, instead of searching for the next vintage textile, Carina started doing something else: she created her own. Today, Rino´s patterns are created from scratch. Flowers, geometrical shapes and colours become her very own textile universe. “For me, it starts with the fabric,” says the designer. “It’s all about colours, patterns and combining them in new and unexpected ways.”
The designs are playful, perhaps some would say brave. And for sure, they spread joy. “What we’re wearing affects how we’re feeling. I see that women often struggle to find their own style. Here, I have customers saying that finding Rino was like coming home,” says Carina. “Often, I get stopped in the street by strangers giving me compliments, sayings things like ‘you light up the street with that colour’ – isn’t that amazing?”
Limited-edition garments that bring joy
Nothing by Rino Design Sthlm is mass produced, and nothing is randomly put together; quite the opposite, the utmost care is ensured in every step of the process. Instead of releasing seasonal collections, Rino introduces new designs as and when they are ready. “For us, freedom is important,” Carina stresses. “We only do things that we love.”
“By designing in Stockholm and making the garments in small volumes in Balticum, we have control over the quality, the material and the working conditions,” says Carina. “Our clothes are meant to be worn, loved and last for a long time.”
Certain designs have become something of a signature for the brand and return year after year. Solblomma (Sunflower) and Tulpan (Tulip) were some of the first Rino patterns and still exist in different colour combinations. Other hits include the Rockklänning (inspired by the traditional Swedish städrock, an old housewife chore dress), and the much-anticipated corduroy coats.
The Rino Design Sthlm range includes women’s fashion as well as a few accessories, and in 2024 the designer’s partner joined the business and introduced a few garments for men. “We have a close relationship with our customers. Almost every Saturday, we’re live on our social media channels. I try on new garments and combinations and my partner, aka Praktikanten (the Intern), fools around. It’s all very warm and personal.”
New shop on Bondegatan 16
In 2024, the brand opened a shop in SoFo on Södermalm, a neighbourhood in Stockholm known for its small independent shops, crafts and vintage. At the end of August, Rino Design Sthlm moved to another location on the same street – now it can be found on Bondegatan 16. As expected, this is a colourful playground for those who love colour, both women and men.
“In our shop, you’ll find clothes that no one else is wearing,” smiles the founder. “The fabrics and garments are all designed by Rino. Whether looking for knitwear with a retro feel, a summer dress with colourful patterns, or a garment that actually makes you smile, you can find it here.”
Founder Carina Rino Lindgren and her partner, aka Praktikanten (the Intern).
rino.se
Facebook: Rino Design Sthlm
Instagram: @rino.se
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