Learn how Sandqvist, an iconic Swedish bag manufacturer with deep roots in Stockholm, uses music to express its brand.

Sandqvist has grown into a major bag brand in Scandinavia and abroad, but its core values and Nordic, nature-inspired aesthetic have remained constant. Still, Anton Sandqvist realized that to fully immerse visitors in the magic of the Swedish outdoors, he needed to create in his stores a sensory experience built on more than just visuals. To bring that vision to life, he partnered with Soundtrack to craft an auditory journey that captures the brand's signature sound.

We caught up with Anton to discuss how Sandqvist's music and design go hand in hand.

What's Sandqvist's origin story? How did all this come to be?

Ten years ago, I worked for a multinational company. I traveled a lot, had a great salary and drove a company car — but I was bored. I was interested in starting on my own thing, but it wasn't because I loved bags. I made one for myself because I needed one, and I knew how to use a sewing machine. Everyone loved it. That's when I realized there weren't many well-made and reasonably priced men's bags available.

Do you still have that original bag?

No, I threw it away. So stupid. I was moving to a smaller house and simply had too much stuff. I honestly didn't think the company would become anything, so that first bag didn't mean anything to me. I still have a few bags from the first run, but they don't look anything like the bags do now. I made them from tarpaulins and seat belt straps. We've come a long way.

Speaking of evolution, what you've done with your stores really suits your brand ethos. When did you realize that the stores needed a soundtrack to bring your design concept to life?

It's true, we spent a lot of time on the way the shop looks. We call it the best cabin in town. So, naturally, we began to think about what music fits that feeling.

Can you describe your sound for those who haven't had the chance to visit a Sandqvist store?

We call our sound contemporary Swedish with a touch of the old days. I would say that Sandqvist sounds like [the Swedish rock band] Dungen. Maybe Dungen playing at [the] Gagnef [music festival] on a sunny day.

You've also worked with a number of musicians, including partnering with singer-songwriter Ane Brun to co-create bags for Sandqvist. Tell us more about that.

In addition to Dungen, we've worked with a hip-hop collective called Respect My Hustle, that we met through Adam Tensta, who did a gig for our 10-year party. Silvana Imam and a bunch of other artists did a great show for us that night. We want to work more with them as well.

Ane is a good friend of our photographer, whose studio was in our office, and I've loved her music since her first album. Around that time, we were making bags for some friends, so we asked Ane if she wanted to create one with us. We went for it, and the result reflected her style perfectly. She's a big fan of our work and even bought backpacks for her entire tour team.

Any other collaborations we can look forward to in the future?

We're about to work with Mattias Nihlén, from a hypnotic Malmö band called Ved. We're doing a brand film right now, and he'll create the soundtrack for that. It's been a lot of fun, and it's due out later this year. I have come to realize that I really like Swedish music, both past and contemporary.

Find your soundtrack

Soundtrack helped Sandqvist bring its Swedish roots to the forefront through music. Try Soundtrack free for 14 days and see what it can do for your business.