Sson

Sson

Sson is a Stockholm-based fashion brand founded in 2024 by creative director and co-founder Yulia Kjellsson alongside co-founder Ellinor Håkansson. The brand reimagines discarded garments and materials into conceptual ready-to-wear collections that merge circularity with contemporary culture. Each collection grows from a conceptual narrative, exploring questions of identity, culture, and time.

Kjellsson reconstructs second-hand textiles into contemporary silhouettes that balance masculine tailoring with romantic draping, infused with elements of streetwear. The brand’s debut collection, “The Fortunate Ones,” was presented at Settimana della moda di Copenaghen AW26 in presentation format at the inter.pblc gallery. The 11-look collection was created entirely from second-hand garments and textiles — pieces were sourced, taken apart, and reassembled, allowing their previous use to remain part of the final design. A standout piece was a bag skirt whose top handles and pockets were left intact, with slits in the centre for the wearer’s legs.

The most striking element of the presentation was a mountain of clothes piled to the ceiling — a commentary on landfills and overconsumption. “SSON works from the belief that relevance in fashion does not depend on producing more, but on learning how to work with the resources already at hand,” the programme stated.

Sson was awarded the CPHFW NEWTALENT One to Watch recognition for AW26 and returns with the same designation for SS27. The brand was featured in the CPHFW NEWTALENT showroom alongside other emerging designers and has been profiled by Schön Magazine as one of four designers to know from CPHFW AW26. Sson is committed to pioneering a future moda model that is circular, while never losing sight of fashion’s essence: creativity, storytelling, and innovation. For SS27, Sson presents in presentation format.