We started following Sweden in L.A. upstart label Ryggad on Twitter a few months back, and have been closely watching the label develop ever since. Our anticipation of the label's Fall 2011 collection debut has only been multiplying, and today, the ladies behind the line finally debuted their new and improved website. We couldn't be more thrilled.
Founded six months ago by Lindsey Alt and Ella Jacobsson, after realizing there was a huge void in the industry for original fashion at an affordable price, the label's inspiration comes from the chic, minimalist, and oft monochromatic streets of New York and Stockholm.
A little background on the duo: Lindsey is a FIDM graduate and New York-to-Los Angeles transplant who, prior to launching Ryggrad, was the creative rirector of Trends West. She met Swedish business partner, Ella, a Stockholm native who moved to L.A. for love and brought the edgy culture of Swedish street style along with her, last year, and the rest is history. For followers of Scando street style blogs Stockholm Street Style and Copenhagen Street Style, this debut collection will scratch that black, sheer, cutouts, leather, bodysuits itch.
Ryggad will take pre-orders for the Fall 2011 collection on their website next month, and stockists will be announced soon.