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 over 14 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. 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 currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Kate and Meghan stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible.