Swedish brand Common was founded in 2011 by Saif Bakir and Emma Hedlund, who studied at London College of Fashion and Central Saint Martins, respectively. The pair started their careers working for Wooyoungmi and Kanye West in Paris before starting their new design venture. Their collections are a perfect fusion of London edge and Scandinavian minimalism. The duo uses local craftsmanship to realise their casual but sophisticated collections.