Toteme was launched in 2014 in New York, by Swedish couple Elin Kling and Karl Lindman. The brand was born with the concept of sophistication, accessibility, utilitarianism and minimalism; which have always defined Swedish design. Lindman was once a model before starting the brand. In 2007, Kling started one of the most popular blogs Sweden, her own clothing line name Styleby, she is the first ever blogger to have launched a collection in collaboration with H&M and has also created a capsule collection for Marciano. Today, Toteme has a strong indentity, has developed a solid following and established itself as one of the most promising Brands in Sweden.