After one very active year as a denim reporter, I’ve often heard the Swedish store chain SOLO mentioned. Until recently I had not set foot inside one myself, but I had an expectation of what it would be like, and let’s just say it was met. I only visited one of the “mothershops” on Norrmalmstorg in central Stockholm, but in this review I will project my observations to the other stores. SOLO is stuffed to the brim with an overwhelming supply of goods, and apparently this sales strategy works. You can question the aesthetics of it and the shops are somewhat hodgepodges, but the fact is that SOLO is a success, and they truly know how to sell jeans.
