Sson

Sson is a Stockholm-based fashion brand, founded in 2024, reimagining discarded garments and materials into conceptual ready-to-wear collections that merge sustainability with contemporary culture.

Led by Creative Director and Co-Founder Yulia Kjellsson, the brand reconstructs second-hand textiles into contemporary silhouettes, that balance masculine tailoring with romantic draping, infused with elements of streetwear.

Each collection grows from a conceptual narrative, exploring questions of identity, culture and time. Rooted in circularity, Sson is committed to pioneering a future fashion model that is both ethical and environmentally responsible, while never losing sight of fashion’s essence: creativity, storytelling, and innovation.