Is This Swedish Brand Fashion's Best-Kept Secret?

last updated 13 August 2019

Sure, we love following Marc Jacobs, Riccardo Tisci, Stella McCartney, and other mega brands and designers with huge fan bases, but we also like to shake up our Instagram feeds with under-the-radar accounts too. Our latest find? Sun Buddies, a sunglasses brand based in Sweden that just might be the country's best-kept secret. With less than 6,000 followers and a distinct aesthetic, we think Sun Buddies' feed is an underrated gem.

Aside from Sun Buddies' must-follow Instagram, the brand's sunglasses are definitely worth checking out. Currently, there are 12 different styles offered online, with scores of different colors to choose from for each. Tortoiseshell round sunnies? Check. Cool blue lenses? Check. There are so many options to choose from, you might just be overwhelmed. But not to worry! You simply can't go wrong with any of the brand's shades.

Scroll down to see Sun Buddies' cool Instagram account!

A photo posted by on

What do you think of the brand's aesthetic? Tell us in the comments below, and then shop Sun Buddies' shades online!

Opening image: Sun Buddies

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Erin got her start as a Who What Wear intern in 2011—back when the site only published a single story per day. (We have since increased that number twentyfold.) She graduated magna cum laude from USC and lives in Los Angeles. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2015, where she is now the Associate Director of Fashion News. From the Oscars to the Met Gala, she leads the site's entire red carpet coverage strategy. She specializes in celebrity and fashion news but also enjoys writing travel features and runway reports. She frequently contributes to WWW's social accounts and has a sizable following on her personal TikTok.