this is Sweden


This is Sweden is a multidisciplinary project whose ambition is to create a conversation around issues of identity, nationality and culture from a creative platform.

The project was initiated by fashion designers and sibling duo Ana and Pablo Londono, in 2013.
Is a creative platform that challenges the notion of the Swedish identity by combining the stereotypical images of Swedish with elements from other parts of Sweden's cultural palette.
With design as an expression they explored the experience of being a racialised  person in Sweden and the desire to feel proud of a country rich in people from all parts of the world. The idea for the project grew out of concern for the organized racism that wins parliamentary ground in Europe. In half of the EU member countries there are racist parties represented and they are expected to grow even more.
This is Sweden is a non-profit and anti-racist organisation. All this is Sweden's proceeds go to business survival and production of future projects.