Stockhom Sweden, Manhattan NY – March 15 2020 – In Oct 2019, Haus of Jaeger’s Managing Director Elle Von Jaeger presented a bold branding concept “Sustainable Fashion Capital of the World” first in Stockholm and then New York for the promotion of the Swedish fashion industry. This branding concept and slogan have now been used in Visit Sweden‘s press materials.

Visit Sweden is Sweden’s National Tourism Organization, promoting Sweden as a destination and as a brand to attract more foreign visitors. Visit Sweden forms partnerships with Swedish regions and other players in the Swedish tourism industry. Equally owned by the Swedish Government through the Ministry of Enterprise and Innovation, and the Swedish Tourism Industry through Svensk Turism AB, Visit Sweden is present in ten countries worldwide. is part of – the official portal for general information about Sweden. Visit Sweden is one of five Swedish organizations with overall responsibility for providing information about Sweden to other countries. The other organisations are Invest in Sweden Agency, the Swedish Government Offices including the Foreign Ministry, the Swedish Institute and the Swedish Trade Council.

Familiar with the Swedish culture and that humble Swedes would never give themselves such an entitled label, Jaeger has decided to be the first person eating the crab: she made the bold move to present this whole branding concept along with the slogan to the Swedish fashion industry.

Unlike many other parts of the world where sustainability is more of a fab word associated with people who demonstrate forward thinking in social consciousness, Swedes truly and genuinely lives with it in their every day life.

Sweden also has an impressive fashion profile with well known brands such as H&M, Acne Studio, J.Lindberg. H&M is the second biggest fashion company in the world and now leading in the industry for its sustainability effort. On the other hand, despite these three brands are household names in the US, no one associate them as Swedish brands or recognize Swedish fashion. In comparison, they have more awareness of sustainability in Sweden.

Stockholm, capital and Sweden’s biggest city, has unusually high concentration of well dressed people on the street, much more than even the big four fashion capitals of the world: Paris, Milan, London, New York. #SwedishStreetStyle should be next on the hot search list.

It is on the basis of these observations that Elle Von Jaeger formed this “Sustainable Fashion Capital of the World” branding concept, as part of a bigger branding package to gain world recognition for the Swedish fashion industry and bring Swedish brands to international markets. There are more that certainly can be done for Swedish fashion.

Jaeger also raised the bar overall for a “Sustainable Fashion Forum” event she helped organizing in New York on Nov 21, 2019. Through her outreach, she has received a personal message from Diane Von Furstenberg herself within minutes and obtained attendance from Business of Fashion, Stella McCartney brand ambassador and sustainable influencers. She supported Swedish brands such as Dedicated Brand, re:newcell and House of Dagmar. Other partners of the event include H&M, FIT (Fashion Institute of Technology), Invest Stockholm, Visit Stockholm, the Consulate General of Sweden in New York.

Elle Von Jaeger with her models at the Sustainable Fashion Forum
Elle Von Jaeger with her models for Swedish brands:
Dedicated Brand, re:newcell and House of Dagmar

Copyright @ Haus of Jaeger

“Sustainable Fashion Capital of the World”, when applicable to Swedish fashion and its industry, is the original branding concept and slogan of Elle Von Jaeger or Haus of Jaeger. We reserve the exclusive usage right of the slogan. Any third party shall not use the slogan without prior consent or accreditation.

About Haus of Jaeger

Haus of Jaeger is a premier, multi-division strategy consulting firm. We set our bars high in building a premier management consulting firm in luxury & fashion with top clienteles – leading luxury & fashion companies, established and emerging luxury brands, major media and online brands. Company leadership has experience with celebrity designers, luxury fashion brands and retail stores, leading fortune 500 media companies and is advised by McKinsey partner, Goldman Sachs strategy executive and serial entrepreneurs.

“Most brands haven’t yet achieved digital marketing excellence” – Boston Consulting Group report “Dressed for Digital: The Next Evolution in Fashion Marketing”

Unlike most consultancies or agencies in the industry, Haus of Jaeger is backed by Fortune 500, leading media industry companies experience and a strong digital marketing strategy background in marketing mix, cross channel, Ecommerce, targeting and analytics.

This is the biggest differentiator in marking us as a strategy consulting firm, in addition to our over 10 years of fashion/nonprofit industry experience, luxury brands, PR, celebrity and media relations, fashion media, global marketing communications, retail and creative directions services.

Following its launch this Spring 2020 in New York, Haus of Jaeger will also launch a second base in Stockholm this Summer/Fall 2020.

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