BEARD POWER: KIM ED­VINS­SON’S SÖ­DER­MALM

Hayo - - Cheat Sheet - IN­TER­VIEW BY TRACY STE­FANUCCI PHOTOGRAPHY BY JESSICA WIKSTRÖM

“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.

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