BEARD POWER: KIM EDVINSSON’S SÖDERMALM
“IF I DIDN’T HAVE A BEARD, I’D BE A NOBODY,” jokes 27-year-old Kim Edvinsson, referring to the success of his modeling career in Stockholm, Sweden, which caught on like wildfire after a photographer friend posted a photo of him and his nowlegendary beard on Instagram.
Kim moved to Stockholm from the southern town of Halmstad, near the border to Denmark, in 2010, but his new home was not what he expected: “Stockholm has different areas that are like different countries in one city—and almost no one living in this city grew up here. You’ve got the south of Stockholm that is very cultured and socially conscious, that does yoga and eats healthy and doesn’t care what other people think. Then you’ve got the north of Stockholm that’s like… rich people,” he says with a grin.
Stockholm, the capital of Sweden, is a cluster of islands on the country’s east coast. When Kim says “the south of Stockholm” he is talking about Södermalm—often referred to as simply “Söder”—the island on the southern edge of the city. A formerly working class area now marked by gentrification, it has a reputation for alternative culture and left-leaning values.
THOUGHTS ON SÖDERMALM
There are a lot of famous artists, painters and photographers from Södermalm. There’s street art everywhere and the community is kind of like 21st-century hippies: modern hippies. They don’t like consumerism and they are all for human rights and animal rights.
ONE SPOT YOU LOVE THE MOST
Nytorget is a square with a little park inside, and around it is a bunch of streets with cafes, bars and restaurants. In the summer there are no cars in the neighborhood and businesses take their furniture into the street. It becomes a big street party and its as if everyone from Södermalm is there.