Johanna Sjöberg

Johanna Sjöberg is CEO of TOTEME. Born and raised in Sweden, she played professional football for 10 years. A graduate of the Stockholm School of Economics, she honed her critical thinking in fashion and luxury management consulting, working in New York, London and Hong Kong. Most recently, she spent seven years at McKinsey & Company, where she led the Scandinavian apparel, fashion and luxury goods hub as associate partner in Sweden, and consulted international labels on strategy and expansion. She joined TOTEME in August 2019. Today, she oversees the strategy and execution of TOTEME’s global growth journey.

TOTEME is a fashion house rooted in Swedish sensibilities, modern aspirations and the notion of style. With an appreciation for women’s many roles and how pieces are worn in practice, we create emblematic designs with an emphasis on materiality and shape. Archetype pieces are examined through a female lens and realized with sumptuous fabrics, rich textures and graphic silhouettes. Representing a direct and decisive way of dressing, the collections are contextualized in curated edits, visuals and spaces.

TOTEME was founded in 2014 by Elin Kling and Karl Lindman. From the studio in Stockholm, we create collections spanning ready-to-wear, shoes, bags, accessories and jewelry.