The WAWA Print Shop – Swedish Craft Collection

A tribute to traditional craftsmanship and the enduring beauty of handmade work

Drawing inspiration from iconic Swedish symbols such as the historic Stockholm coat of arms and Tre Kronor, the collection celebrates the art of making through a modern lens. Each piece features prints brought to life by handmade patches and screen printing — a craft in itself.

The collection also nods to Sweden’s rich design heritage, reinterpreting hand-carved wooden sculptures, Dala horses, and embroidered textiles in a contemporary context. Swedish Craft merges heritage with modern expression, honouring the timeless value of creating with care and intention.

Every item in the collection is individually hand-printed, and some are hand-dyed — giving each piece its own distinctive character. Subtle variations in color and texture are a natural result of the handmade process, making every garment truly one of a kind.

The campaign imagery was photographed in Grannas Dala Horse Workshop in Nusnäs, Dalarna — a 103-year-old, family-owned workshop renowned for crafting the original Dalahäst. The people featured in the images are the artisans themselves, the hands behind each wooden horse — a living symbol of Swedish craftsmanship and heritage.

“Each piece comes with a Wawa patch — a small token of our craft. Use it to customize or repair your clothes: iron it on, then sew around the edges for best results. Have fun!”
– Axel, WAWA Print Shop