A beginner's guide to Sweden's most confusing holiday.
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Congratulations. You've somehow ended up at a Swedish midsummer celebration. Don't panic. Here's everything you need to know.


🌼 WEAR

A bag full of beer. A flower crown. Definitely mosquito spray.


🥃 DRINK

Snaps. Preferably Gammal Norrlands Akvavit. Or Gammel Dansk if you're feeling rebellious.


🥔 EAT

Fermented herring. Potatoes. More potatoes. Strawberries if you've survived the herring.


🐸 ACTIVITIES

Jump around a pole pretending to be a frog. No one knows why. Don't ask questions. Falling in love with someone you met three snaps ago. Skinny dipping at midnight.


⚠️ WATCH OUT FOR

The drunk uncle. Ticks when fooling around in the grass. Someone suggesting a "quick ride" on a quad bike. The next mornings hungover.

SHOP MIDSUMMER BAGS
Barefoot

SUMMER SALE

30-50% off everything

Bag

30% OFF

Ground Shopper Bag

Bag

50% OFF

Bottle bag

Bag

50% OFF

Bottle bag

Apron

50% OFF

Apron

Accessories

ICON

Rolltop Backpack 16"

Accessories

LEATHER CLASSICS

Hobo Tote Bag

Architecture

LEATHER CLASSICS

Rolltop Backpack 16"

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SUMMER OCCASIONS

Find more styles

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All duties & taxes included

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Free exchanges & 30 days return policy

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Sustainable & recycled materials

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Mosebacke torg 18, 116 20, Stockholm, Sweden