AMERICANA Classic Vintage investigates and celebrates the heritage of clothing born in U.S. to uncover the origins of design and functionality of pieces which have become iconic the world over. We aim to share the stories behind the clothes so that the wearer can transcend fashion and participate in a tradition that is uniquely American.
AMERICANA is a family-owned business based in Sweden. The concept of AMERICANA was created by Gina and Sven Holdar who have been collecting and wearing vintage and classic American clothing for decades.
Gina is the main contributor to this blog and the author of the A-Z of Classic American Clothing, which is an ongoing project with a purpose to create a comprehensive field guide for those interested in learning more about the history of American clothing classics. Through AMERICANA, Gina carries on her family’s tradition of multiple generations of small businesses in the American South.
AMERICANA Classic Vintage’s store is centrally located in Stockholm at Gamla Brogatan 23, on one of Scandinavia’s legendary alternative fashion streets. Our company headquarters is in Oxelösund Sweden, where you will find our warehouse and online shop.