As Stockholm Fashion Week takes center stage, one of Sweden’s most iconic candies is making headlines in an entirely new arena—fashion. Ahlgrens bilar, famously known as Sweden’s most purchased car and a beloved candy staple since 1953, has entered the couture world through an unexpected collaboration with renowned Stockholm-based artist Bucktron. This creative partnership has given rise to a handmade, limited-edition artwork that blends nostalgia, whimsy, and avant-garde design.
The collaboration draws directly from the candy’s distinct visual identity. Bucktron has reimagined Ahlgrens bilar in the form of an oversized sneaker, incorporating the brand’s signature pastel shades and distinctive shapes. To complete the presentation, the footwear comes packaged in a specially designed oversized box that mimics the appearance of the classic candy bag, adding another layer of playfulness and charm to the collector’s piece.
Bucktron, known internationally for his sculptural aesthetic and experimental design methods, has previously worked with well-known fashion labels such as Acne Studios, Byredo, and Axel Arigato. This project, however, offered him a fresh and surprising challenge. “The dynamic between a candy and a sneaker couldn’t be more unexpected. I’ve had a smile on my face throughout the entire process—from material experiments to digital models and the first prototype. Transforming such an icon into a playful collector’s item has been a tremendous honour,” Bucktron shared.
The sneaker will make its official debut during Stockholm Fashion Week, a high-profile event that celebrates Swedish creativity and modern design thinking. This campaign embodies Ahlgrens bilar’s fun-loving and imaginative brand spirit, merging confectionery culture with fashion in an innovative and attention-grabbing way. The idea for the sneaker was born from the brand’s own fanbase, inspired by enthusiastic feedback to an animated commercial featuring a fictional version of the shoe.
Carl Abrahamsson, brand manager at Cloetta Sweden, highlighted the unexpected journey the candy brand has taken. “Ahlgrens bilar has been a candy favourite since 1953. Now, we’re taking an unexpected step into the dynamic world of fashion with a campaign that celebrates our fans’ creativity and passion. We did exactly what they suggested: something different and quirky. We made a collectable,” he said.
Ellen Marklund, creative at TBWA Stockholm, echoed the sentiment, noting the importance of community engagement in the project. “We work hard to create a strong community, and this is one way to listen to your followers (who asked us to recreate the shoe from our commercial irl),” she explained.
Through this imaginative leap from candy to couture, Ahlgrens bilar has managed to carve out a stylish new identity while staying true to its playful roots, delighting fans and fashion lovers alike.
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