@theurbanhippieswe answers the 10@10

Evening chieftains / blue bloods / dudes and dudettes of denim.

Wow, it’s been HOT over here in the UK…in Europe also, 30+ Degrees some days! Full-on dehydration weather which means I’ve had to down twice as many beers just so my fluid levels don’t plummet. It’s costing a bomb! Even at supermarket prices it’s becoming a problem.

Then there’s the BBQs – sun’s out, barbie’s out! Yup, I’m very English and can’t resist a good bit of meat! (Piss off with ya jokes there) 😉

Anyways, moving onto this evening. It’s a double-up as usual now on a Thursday and this feature belongs to Svante aka @theurbanhippieswe. He’s over in Sweden so no doubt he has also been enjoying the weather this past week.

Svante’s feed is strictly style-based and at 66 years of age there is no stopping him. He’s killing it in his utilitarian threads!

It’s been a pleasure to have him here on the 10@10 so without further ado it’s time to sit back, relax, crack open a beer and enjoy the thoughts of Svante as @theurbanhippieswe answers the @clobbercalm 10@10.



NAME: Svante Nybyggars aka @theurbanhippieswe
AGE: 66
LOCATION: Malmo, Sweden
OCCUPATION: Ex copywriter, now retired

1. So Why Instagram?

Instagram is a vital medium that opens up for many interesting contacts. Through Instagram, I’ve got to know people I later met in real life. For example in London, Paris, Berlin and Zurich. Instagram is also a source of inspiration for my own style interest.

2. Why Denim, Boots, Workwear, Ruggedness?

During my years of professional life in the advertising business, I had a more dressed style. Now it’s back to the roots, as I used to dress in my 20’s.

I also have a historical interest in authentic wear. My fore fathers were fishermen, peasants and soldiers and dressed in a similar manner. I usually think that my interest is a pleasing alternative to genealogy.


3. What are your thoughts on the rise in popularity of “Instafashion” and the community it is creating?

It is wonderful to belong to this community. You get friends around the world and get tips on brands, stores, etc. Really fun.

4. Top 3 brands to shop and why?

The Real McCoy’s, Nigel Cabourn and Dawson Denim.

Real McCoy’s makes clothes that have a history and everything is of high quality. I often go to London to shop in McCoy’s store. The same applies to Nigel Cabourn’s Army Gym. Both stores are on the same street in Covent Garden. Dawson Denim is a British brand, a married couple sits in Brighton and sew clothes. I have visited their little factory and immediately felt the passion they have for making fine garments.


5. Where’s your favourite place to shop these brands?

As I said, I buy Real McCoy’s and Nigel Cabourn in London. Dawson Denim I get at Sage, a shop in my hometown.


6. When did you decide to voice and share your love for your threads on social media?

I started about four–five years ago. In my hometown only a small group of people share my style interests, especially in my own age. Via social media I get a better feed back.

7. What’s the secret behind your great images; Who takes them? When are they taken? How do you capture the magic your followers enjoy so much?

As I gained more followers, I have also got to know more professional photographers. Of course, you want to have as good pictures as possible, with a system camera, not just taken with a mobile camera. The pics are shot at different places in Malmo.


8. What feeds do you like to follow and check in on? Who should we check out?

Oh, there’s so many. I regularly follow @therealmccoyslondon, @nigel_cabourn, @regentst1965, @olicongress, @1lrg and @welldresseddad.

9. What tips would you give new starters on Instagram to help them get there feed off the ground and successful?

One should adhere to a style and not just put out spicy pictures of people drinking beer or eating ice cream. I am rather strict to style pictures and it has been a winning formula.


10. And Lucky Last, You’re going to be stranded on a desert island, you can take 1 outfit (4 items) and 1 drink ONLY with you. 

What would they be? Who made them? Why are you taking them?

Then I would choose an M65 field jacket from Real McCoys, a pair of wide jeans from Dawson Denim, a sweat shirt from Warehouse and a pair of boots from Viberg. In that outfit I would manage all the weather.

Drink? Water with gas. I have finished drinking alcohol.


Thanks Svante.

It’s great that you know Nathaniel and David from @broadwayandsons. I have had the pleasure of meeting these guys and enjoying a beer or two, top blokes! I hope we speak again soon Svante.

Now be sure to head over and check out the @regentst1965 feature right HERE as we have now started doubling up on a Thursday and these guys were a great team!

There’s lots happening over the next week or so and @clobbercalm.threadsnfades2017 is 6 months old this week! Woah!! Time is skating by…

Stay close people, much love.

Ben @clobbercalm.

P.S. If any of you are up for entering into #teamdenimworldwide make sure you let me know! LETS DO THIS PEOPLE.


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