About – Dappad
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I’m Erika the founder of Dappad a London based Styling Service for men.  Mine and Dappad’s purpose is to ‘make men feel the awesomeness of dressing well – the Easy way’.


So far I and Dappad have styled over 200 men in the UK including sports stars, pop stars, Hollywood movie producers and people from different professional walks of life, finance, tech, creative industries, law and medicine, you name it.  Dappad has also been named one of the 10 coolest things in the world right now by GQ and had some other amazing reviews in press. Check out our press section to see what the rave is all about. Below is a pic from when I appeared on CNBC.




Want to know more about me?

I’m Swedish. Born and and raised in a tiny village right on the polar circle. I’ve lived in London since 2005 and I have a British husband and dual nationality daughter. Before making it over to London I had a pit stop over in Paris where I was strolling the streets of Le Marais eating too much baguette. I love to travel, I’m a vegan (plant powered as I say), environmentalist, animal friend and a cancer survivor. I am a lover of all things style. I really believe the world is in need of more beauty.  Fashion and style has the power to change the way you think and feel. It is your business card before you have even said hello.  When you look good on the outside you feel good on the inside and that can only bring positivity .




How I met my husband

I met my husband as I was working in finance here in London. And his sense of clothing left some things to wish for. A funny story is when we first started dating. He had left a shirt in my flat and my sister was staying with me. She came over with a horrified look in her face. Do you know where his shirt is from? I was like no but it can’t be good and it wasn’t.. I won’t disclose the brand here:)

I always think of the movie Crazy Stupid Love when I think of this. There is one quote in the film where Ryan Gosling’s character tells the Dad in the movie Steve Carell. You are better than the GAP!  It hits the spot right on.

Like Ryan Gosling in the movie I set out on getting my husband a new wardrobe introducing some Scandi cool. However unlike Ryan Gosling my mission was not so successful. Shopping is a pain, it’s such an old fashioned way of acquiring things. Modern life should be better than this.

The few times we ventured out together we ended up having an argument and most often left empty handed searching for the closest bar. Seriously who finds their way in these department stores?  I feel overwhelmed just by entering them and I love clothes.

So this is why I started Dappad. There had to be a more pleasurable shopping experience that you could enjoy, and end up looking like the best version of your self. Previously stylists were only available for Presidents of countries and Hollywood celebrity. With the Dappad model any man that wants to look the part but realises he has better things to do then shopping can do it. And don’t forget there is a real joy in dressing well.

Be a force for good

Another reason for starting Dappad is that I don’t particularly like the way that the fashion and retail industry operates. It’s all about mass consumption, big brands and fast fashion. I wanted to introduce a more curated type of shopping with smaller brands and designers, getting away from the everything everywhere kind of thing. Taking inspiration from my Swedish roots.

I also wanted to change the pace. Less is really more and quality ALWAYS trumps quantity. I don’t come from a rich back ground but I was always raised with the notion that you get what you pay for. Growing up I always bought a few quality pieces over many cheap ones. Make use of all the pieces in your wardrobe to the absolute max.

Finally I want Dappad to be at the forefront of promoting a sustainable way of living, for the environment and animals. And I will hopefully soon announce some partnerships with charities that work for this.

So what do you say? Ready to look the part put your feet up and we do the heavy lifting.

Become a Dappad man here and get 50 GBP off your first order for any spend over 500 GBP.

I leave you with my favourite quote from Hardy Amies. ‘A man should look like as if he bought his clothes with intelligence, put them on with care and then forgotten all about them. ‘

Sign up to our free membership and get style advice directly to your inbox. We will also treat you to a 50 GBP discount on your first order for any spend over 500.