,,ROOKIES is a non-profit project run by the Swedish Fashion Council with the ambition to support and promote the establishment of new fashion brands and designers. Rookies takes part in fashion and design exhibitions and showrooms abroad and around Sweden to promote Swedish fashion and design" quote via Stockholm Fashion Week
You think Sweden and H&M comes to mind immediately. Then probably COS, and Acne perhaps? With Rookies '12 nominees we may soon bring some more to the table. Alice Fine and Voluptuous Morality for starters.
Lykke Li "Follow rivers"