Newhouse is a third-generation, family-owned clothing brand based in Borås, which Visit Sweden describes as Sweden’s textile capital. Its stated approach is slow fashion: making wardrobe favourites intended to last. At its boutique on Vallgatan in Gothenburg, visitors can explore the Newhouse collections, where the brand says classic and sporty styles meet.

The company’s sewing studio forms the heart of its work. New collections are developed by designers, pattern makers and seamstresses working closely together, with attention to tailoring and fit. Visit Sweden describes this approach to collection development as now rare in Sweden. The label connects its clothing to its own design and making process, with fit and lasting wear at the centre.

A visit lets shoppers browse the brand’s range and see its classic-meets-sporty style in the boutique. The company description puts particular emphasis on tailoring and perfecting the fit, alongside its aim of making clothes that remain wardrobe favourites over time.