NA-KD, the influencer-approved Scandi clothing brand, has arrived in New York for the very first time. Now through Sunday, customers can stop by 39 Wooster Street in SoHo for a chance to shop a curated selection of NA-KD’s bestselling occasionwear just in time for the holidays.
The pop-up pays homage to the brand’s heritage, featuring festive decor inspired by minimalist Swedish design. Shoppers can even partake in the popular custom of fika — an afternoon breaktime ritual — by enjoying hot beverages and baked goods.
Ahead, WWD chats with NA-KD’s chief commercial officer Sanna Tranlöv about the brand’s New York debut.
WWD: What interested you in bringing a NA-KD pop up to New York? Why now?
Sanna Tranlöv: With New York as a cultural hub, it becomes the perfect atmosphere for NA-KD to showcase our unique take on Scandinavian style. We want to celebrate the holiday season with our U.S. customers by sharing the Swedish way of celebrating the holidays. For us, it’s a special opportunity to create a meaningful connection with our community during such a festive and memorable time of year.
Inside NA-KD’s New York pop-up.
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WWD: What are you hoping your customers will get out of this experience?
S.T.: We hope our customers leave with more than just beautiful pieces — they’ll take away an experience that feels special, inspiring and a little unexpected. By reimagining holiday traditions, we’re creating a space where fashion meets culture. It’s an opportunity to connect, celebrate and share what makes NA-KD unique.
WWD: Why do you think Americans are interested in emulating Scandinavian style?
S.T.: There’s a certain timelessness that goes hand in hand with Scandinavian aesthetics, and we find that people are wanting pieces that are on-trend, but that never go out of style. With our unique take on trend-focused pieces, we hope to offer something that resonates with them.
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Customers can visit NA-KD between 11 a.m. and 7 p.m. on Friday and Saturday or between 11 a.m. and 6 p.m. on Sunday. The first 100 shoppers each day will have a chance to win NA-KD pieces.
