Our brand story & mission

We believe fashion plays a huge role in showing people who you are. But recently there has been a growing strive for perfection in society. That's not for us.

At HELENA SAND we think perfect is boring. Not only does it make most of us feel unhappy, it drives our whole society in a one-lined direction. Instead, we want to see more of peoples differences, flaws and unique personalities. 

We bet you already have great style and personality - and we'd love to see more of it. That is why our mission is to create pieces and garments that you can wear and style your way - because we are all about ELEVATING YOU!

Mila top can be styled with a covered shoulder or down as in the picture. You decide!


We can't go on shopping like before. A scarf is a great piece to add the latest trend or a new color you like. And it can easily be matched to your existing wardrobe. You can simply never go wrong!

We have taken the scarf to the next level by developing new innovative shapes and forms, fronts and backs - this way you can more easily match them to an excising wardrobe. The fabrics are natural such as silk and wool, a great choice for minimising our CO2 emissions when choosing what to shop and wear. - please read more of our sustainable fashion philosophy under the section Footprint.


Our founder Helena has a background as a Marketing Manager within large companies with a strong focus on product development. She has always had a a passion for traveling and fashion. Ever since living abroad in Sydney Australia for a year she has dreamed of creating a fusion that unites lifestyle of the Australian life with the Scandinavian one. To unite what she believes to be “the best of two worlds”:

When I lived in Sydney for a year I was able to experience both city life and travel around the country. I just fell in love with the elements of Australia:he red soil, aqua blue waters and green scenery of both tropical forests and vineyards. 

On another note the Swedish woman is undoubtedly the best inspiration to women around the world, we are brought up to be independent, rely on ourselves and we are genuine and trustworthy. I also love Swedish women’s sense of simplicity and style.

To combine the above becomes a true inspiration for our Design essence at Helena Sand - a fusion between Australian and Scandinavian - the best of both worlds! You can read more about the HELENA SAND design idea here!