Sweden-based fashion label @toteme is having a homecoming of sorts with its new Manhattan boutique, which opened yesterday on Mercer Street in SoHo. ⁠ ⁠ Toteme co-founders @elinkling, a former fashion editor, and @karl_lindman, previously the design director of Interview magazine, were living in New York City when they started the brand, in 2014. The couple moved back to Sweden three years later, and while Toteme has stores in Stockholm and Shanghai, U.S. shoppers have only been able to purchase the label’s minimalist wardrobe staples online.⁠ ⁠ During the pandemic, as Kling and Lindman read reports of New York stores closing and the city losing its magic, it became important to them for Toteme to have a presence there, especially if they could play a part in bringing the city back to life.⁠ ⁠ “I used to have my office at Interview magazine facing Mercer Street, and we always looked at the Judd Foundation and all these cast-iron structures that are still typical SoHo,” says Lindman. “The building we’re in is this beautiful cast-iron old building from the 1870s.” Read more on wsjmagazine.com. Story by @laneflorsheim, photos by @a_gaut. ⁠❤️⁠ #wsjmagazine