About - Dappad

An effortless way of dressing well that doesn't cost the earth.

Hi there, I’m Erika founder of Dappad, the London based yet Scandinavian wardrobe curation service for men.  I’m happy that you’ve found our site. Why did I start Dappad? Because dressing well should be a joy, and effortless whilst not costing the earth and hurting animals, and at the moment lets face it, it does neither, fashion kind of sucks in many ways. People try too hard, everything is new new new, and the shopping process is crazy time consuming and confusing. Nothing good can come of that. We are not from fashion originally so we can change things and we have real darn good guy eye for style if we say so ourselves.

Dappad has dressed many men from different walks of life in the UK and Europe. Men that are professionals, men that are creatives, men that like to sit on the couch, men that spend their weekends building flat packs for their kids. What they all have in common is that they desire simplicity in their life and in clothing, when they get dressed in the morning the wardrobe should be easy and getting dressed shouldn’t take a lot of time.

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. We have have signed up to Creatives 4 Change where we are committed to never selling any fur, feathers or exotic skin. We have now taken the step further and only work with plant based leather.  We also plant one tree per box via the charity one tree planted.

We have had some raving press and been named one of the 10 coolest things in the world right now by GQ and been featured in Financial Times, Times, City Magazine, you name it. 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 plant powered, environmentalist, and a cancer survivor.  I believe the world is in need of more beauty, it’s food for the soul.  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.


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 wasn’t 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.

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.

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

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. ‘