| Year . | Interviews . | Age . | Education . | Occupation . |
|---|---|---|---|---|
| 2006 | Consumers | |||
| Jamila | 16 | High school | Student | |
| Leila | 17 | High school | Student | |
| Marie | 40 | BA | Human resource manager | |
| Mats | 34 | BA | Artist | |
| Industry | ||||
| Örjan Andersson | 34 | High school | CM Founder and Chief Designer | |
| Malin Karlsson | 25 | BA | Manager Weekday (WD, H&M-owned store) | |
| Björn Atldax | 35 | BA | Graphic Designer and Co-owner CM | |
| Mark | 30 | High school | Music and Event Manager WD, artist | |
| Erik | 19 | High school | Sales person, WD, student, artist | |
| Jonas | 34 | High school | Store manager, WD, AB | |
| Kim | 25 | High school | Sales person, WD | |
| Karin | 25 | High school | Store manager, WD, Götgatan | |
| Mikael | 27 | High school | Warehouse manager, WD, Götgatan | |
| 2012 | Industry | |||
| Örjan Andersson | 40 | High school | Founder of new venture | |
| Carl Malmgren | 35 | High school | CM Chief Designer, denim | |
| Tony Basra | 30 | BA | Store manager, London | |
| 2014 | Consumers | |||
| Sophee | 19 | High school | Student | |
| Johanna | 19 | High school | Student | |
| David | 25 | BA | Master student | |
| Filip | 25 | BA | Master student | |
| Christoffer | 25 | BA | Master student | |
| Amanda | 18 | High school | Student | |
| Noel | 18 | Elementary | Assistant stylist | |
| Sara | 30 | BA | Designer | |
| Nils | 33 | BA | Designer | |
| Maria | 30 | BA | Journalist | |
| Alexander | 30 | PhD | Academic and former sales person | |
| Anna | 40 | MBA | PR-consultant | |
| Isabel | 24 | BA | Blogger | |
| Industry | ||||
| Malin Karlsson | 33 | BA | Manager WD | |
| Pär Engsheden | 47 | BA | Designer and Program Director at Beckmans College of Design | |
| Håkan Ström | 49 | BA | CM COO since 2009 | |
| Year | Ethnographic work | Location | ||
| 2006–2019 | Weekday Stores | Stockholm region | ||
| 2006 | Weekend Store | Essingen | Stockholm | |
| Debaser, rock club | Södermalm | Stockholm | ||
| 2012 | CM Head Office | Södermalm | Stockholm | |
| CM Store | Carnaby | London | ||
| 2013 | CM Pop-Up Store | Norrmalm | Stockholm | |
| CM Store | Kronprinsensgade | Copenhagen | ||
| Halle of femmes, conference | Museum of Modern Art | Stockholm | ||
| 2014 | CM Fashion Show | Kulturhuset | Stockholm | |
| Exhibition Swedish Fashion | Sven Harry’s Art Museum | Stockholm | ||
| 2015 | CM Fashion Show | Kungsträdgården | Stockholm | |
| CM Store | Rue Viellie du Temple | Paris | ||
| CM Pop-Up Store | Shenkin Street | Tel Aviv | ||
| Exhibition Everything Must Go | Stocholm House of Culture | Stockholm | ||
| Year | Media material | |||
| 2000–2021 | Newspaper and magazine articles, websites, promotion materials | |||
| Year . | Interviews . | Age . | Education . | Occupation . |
|---|---|---|---|---|
| 2006 | Consumers | |||
| Jamila | 16 | High school | Student | |
| Leila | 17 | High school | Student | |
| Marie | 40 | BA | Human resource manager | |
| Mats | 34 | BA | Artist | |
| Industry | ||||
| Örjan Andersson | 34 | High school | CM Founder and Chief Designer | |
| Malin Karlsson | 25 | BA | Manager Weekday (WD, H&M-owned store) | |
| Björn Atldax | 35 | BA | Graphic Designer and Co-owner CM | |
| Mark | 30 | High school | Music and Event Manager WD, artist | |
| Erik | 19 | High school | Sales person, WD, student, artist | |
| Jonas | 34 | High school | Store manager, WD, AB | |
| Kim | 25 | High school | Sales person, WD | |
| Karin | 25 | High school | Store manager, WD, Götgatan | |
| Mikael | 27 | High school | Warehouse manager, WD, Götgatan | |
| 2012 | Industry | |||
| Örjan Andersson | 40 | High school | Founder of new venture | |
| Carl Malmgren | 35 | High school | CM Chief Designer, denim | |
| Tony Basra | 30 | BA | Store manager, London | |
| 2014 | Consumers | |||
| Sophee | 19 | High school | Student | |
| Johanna | 19 | High school | Student | |
| David | 25 | BA | Master student | |
| Filip | 25 | BA | Master student | |
| Christoffer | 25 | BA | Master student | |
| Amanda | 18 | High school | Student | |
| Noel | 18 | Elementary | Assistant stylist | |
| Sara | 30 | BA | Designer | |
| Nils | 33 | BA | Designer | |
| Maria | 30 | BA | Journalist | |
| Alexander | 30 | PhD | Academic and former sales person | |
| Anna | 40 | MBA | PR-consultant | |
| Isabel | 24 | BA | Blogger | |
| Industry | ||||
| Malin Karlsson | 33 | BA | Manager WD | |
| Pär Engsheden | 47 | BA | Designer and Program Director at Beckmans College of Design | |
| Håkan Ström | 49 | BA | CM COO since 2009 | |
| Year | Ethnographic work | Location | ||
| 2006–2019 | Weekday Stores | Stockholm region | ||
| 2006 | Weekend Store | Essingen | Stockholm | |
| Debaser, rock club | Södermalm | Stockholm | ||
| 2012 | CM Head Office | Södermalm | Stockholm | |
| CM Store | Carnaby | London | ||
| 2013 | CM Pop-Up Store | Norrmalm | Stockholm | |
| CM Store | Kronprinsensgade | Copenhagen | ||
| Halle of femmes, conference | Museum of Modern Art | Stockholm | ||
| 2014 | CM Fashion Show | Kulturhuset | Stockholm | |
| Exhibition Swedish Fashion | Sven Harry’s Art Museum | Stockholm | ||
| 2015 | CM Fashion Show | Kungsträdgården | Stockholm | |
| CM Store | Rue Viellie du Temple | Paris | ||
| CM Pop-Up Store | Shenkin Street | Tel Aviv | ||
| Exhibition Everything Must Go | Stocholm House of Culture | Stockholm | ||
| Year | Media material | |||
| 2000–2021 | Newspaper and magazine articles, websites, promotion materials | |||
| Year . | Interviews . | Age . | Education . | Occupation . |
|---|---|---|---|---|
| 2006 | Consumers | |||
| Jamila | 16 | High school | Student | |
| Leila | 17 | High school | Student | |
| Marie | 40 | BA | Human resource manager | |
| Mats | 34 | BA | Artist | |
| Industry | ||||
| Örjan Andersson | 34 | High school | CM Founder and Chief Designer | |
| Malin Karlsson | 25 | BA | Manager Weekday (WD, H&M-owned store) | |
| Björn Atldax | 35 | BA | Graphic Designer and Co-owner CM | |
| Mark | 30 | High school | Music and Event Manager WD, artist | |
| Erik | 19 | High school | Sales person, WD, student, artist | |
| Jonas | 34 | High school | Store manager, WD, AB | |
| Kim | 25 | High school | Sales person, WD | |
| Karin | 25 | High school | Store manager, WD, Götgatan | |
| Mikael | 27 | High school | Warehouse manager, WD, Götgatan | |
| 2012 | Industry | |||
| Örjan Andersson | 40 | High school | Founder of new venture | |
| Carl Malmgren | 35 | High school | CM Chief Designer, denim | |
| Tony Basra | 30 | BA | Store manager, London | |
| 2014 | Consumers | |||
| Sophee | 19 | High school | Student | |
| Johanna | 19 | High school | Student | |
| David | 25 | BA | Master student | |
| Filip | 25 | BA | Master student | |
| Christoffer | 25 | BA | Master student | |
| Amanda | 18 | High school | Student | |
| Noel | 18 | Elementary | Assistant stylist | |
| Sara | 30 | BA | Designer | |
| Nils | 33 | BA | Designer | |
| Maria | 30 | BA | Journalist | |
| Alexander | 30 | PhD | Academic and former sales person | |
| Anna | 40 | MBA | PR-consultant | |
| Isabel | 24 | BA | Blogger | |
| Industry | ||||
| Malin Karlsson | 33 | BA | Manager WD | |
| Pär Engsheden | 47 | BA | Designer and Program Director at Beckmans College of Design | |
| Håkan Ström | 49 | BA | CM COO since 2009 | |
| Year | Ethnographic work | Location | ||
| 2006–2019 | Weekday Stores | Stockholm region | ||
| 2006 | Weekend Store | Essingen | Stockholm | |
| Debaser, rock club | Södermalm | Stockholm | ||
| 2012 | CM Head Office | Södermalm | Stockholm | |
| CM Store | Carnaby | London | ||
| 2013 | CM Pop-Up Store | Norrmalm | Stockholm | |
| CM Store | Kronprinsensgade | Copenhagen | ||
| Halle of femmes, conference | Museum of Modern Art | Stockholm | ||
| 2014 | CM Fashion Show | Kulturhuset | Stockholm | |
| Exhibition Swedish Fashion | Sven Harry’s Art Museum | Stockholm | ||
| 2015 | CM Fashion Show | Kungsträdgården | Stockholm | |
| CM Store | Rue Viellie du Temple | Paris | ||
| CM Pop-Up Store | Shenkin Street | Tel Aviv | ||
| Exhibition Everything Must Go | Stocholm House of Culture | Stockholm | ||
| Year | Media material | |||
| 2000–2021 | Newspaper and magazine articles, websites, promotion materials | |||
| Year . | Interviews . | Age . | Education . | Occupation . |
|---|---|---|---|---|
| 2006 | Consumers | |||
| Jamila | 16 | High school | Student | |
| Leila | 17 | High school | Student | |
| Marie | 40 | BA | Human resource manager | |
| Mats | 34 | BA | Artist | |
| Industry | ||||
| Örjan Andersson | 34 | High school | CM Founder and Chief Designer | |
| Malin Karlsson | 25 | BA | Manager Weekday (WD, H&M-owned store) | |
| Björn Atldax | 35 | BA | Graphic Designer and Co-owner CM | |
| Mark | 30 | High school | Music and Event Manager WD, artist | |
| Erik | 19 | High school | Sales person, WD, student, artist | |
| Jonas | 34 | High school | Store manager, WD, AB | |
| Kim | 25 | High school | Sales person, WD | |
| Karin | 25 | High school | Store manager, WD, Götgatan | |
| Mikael | 27 | High school | Warehouse manager, WD, Götgatan | |
| 2012 | Industry | |||
| Örjan Andersson | 40 | High school | Founder of new venture | |
| Carl Malmgren | 35 | High school | CM Chief Designer, denim | |
| Tony Basra | 30 | BA | Store manager, London | |
| 2014 | Consumers | |||
| Sophee | 19 | High school | Student | |
| Johanna | 19 | High school | Student | |
| David | 25 | BA | Master student | |
| Filip | 25 | BA | Master student | |
| Christoffer | 25 | BA | Master student | |
| Amanda | 18 | High school | Student | |
| Noel | 18 | Elementary | Assistant stylist | |
| Sara | 30 | BA | Designer | |
| Nils | 33 | BA | Designer | |
| Maria | 30 | BA | Journalist | |
| Alexander | 30 | PhD | Academic and former sales person | |
| Anna | 40 | MBA | PR-consultant | |
| Isabel | 24 | BA | Blogger | |
| Industry | ||||
| Malin Karlsson | 33 | BA | Manager WD | |
| Pär Engsheden | 47 | BA | Designer and Program Director at Beckmans College of Design | |
| Håkan Ström | 49 | BA | CM COO since 2009 | |
| Year | Ethnographic work | Location | ||
| 2006–2019 | Weekday Stores | Stockholm region | ||
| 2006 | Weekend Store | Essingen | Stockholm | |
| Debaser, rock club | Södermalm | Stockholm | ||
| 2012 | CM Head Office | Södermalm | Stockholm | |
| CM Store | Carnaby | London | ||
| 2013 | CM Pop-Up Store | Norrmalm | Stockholm | |
| CM Store | Kronprinsensgade | Copenhagen | ||
| Halle of femmes, conference | Museum of Modern Art | Stockholm | ||
| 2014 | CM Fashion Show | Kulturhuset | Stockholm | |
| Exhibition Swedish Fashion | Sven Harry’s Art Museum | Stockholm | ||
| 2015 | CM Fashion Show | Kungsträdgården | Stockholm | |
| CM Store | Rue Viellie du Temple | Paris | ||
| CM Pop-Up Store | Shenkin Street | Tel Aviv | ||
| Exhibition Everything Must Go | Stocholm House of Culture | Stockholm | ||
| Year | Media material | |||
| 2000–2021 | Newspaper and magazine articles, websites, promotion materials | |||
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