NK spring 2025

an icon reclaiming its throne

Once, NK was more than a warehouse. Exclusive, expensive and electric, it made Stockholm feel like New York, Paris or London.

But as times changed, NK lost their voice. In the abundance of new channels, cultural shifts and a massive new wave of competition, NK started to cater to the masses and blended in.

The road back to glory began with one forgotten truth. NK isn’t for everyone. Quite the opposite. NK is for those that refuse to settle for anything less than the best – no matter the price tag. And so, we’ve embraced NK’s true identity and legacy. Not a warehouse selling goods. Bigger than that. A saviour.

Saving their people from the dull, bland and good enough.