For twelve days this October, the storefront at 251 Elizabeth Street in Nolita was a tights shop. Not a shelf at the back of a department store: gray display towers, a rail of hosiery hung under a wall-sized portrait, and a black plinth where red, orange and pink tiger-print legs stood up on their own.
Swedish Stockings started in Sweden in 2013, founded by Linn Frisinger and Nadja Forsberg around a simple idea: hosiery should last. The tights are knitted from recycled nylon in family-owned factories in Castel Goffredo, in northern Italy, and the hang tags in the shop say it plainly: conscious legwear, made in Italy.
So why take a storefront in New York? Natasha, who was at the pop-up, gave the answer in two parts. The United States is the brand's biggest market. And a shop is the one place customers can touch and feel the products, which is what she said the team most wanted to offer.
The choice of neighborhood was just as practical. Natasha said they picked the area because it is good for shopping and for pop-ups, and because it is easy for people to get to. Elizabeth Street suits that description: a block of small independent storefronts where people are out walking with time to look.
What was on the floor
The range ran from sheer to textured. The hang tags read Kitty Argyle Tights in a 120 denier pointelle knit, and Rosa Lace Tights in ivory. Natasha pointed to two new colors, bubblegum pink and red, and to the tiger print, which she said sold out.
She was also clear about where the brand sits. Swedish Stockings sees itself as a fashion label within the hosiery business, not as part of the lingerie or underwear segment, and the room was styled to say so: flowers on the table, cupcakes beside the counter, white branded shopping bags stacked in the cubbies, and a collaboration collection with Leandra Medine Cohen in its own packaging.
- Brand
- Swedish Stockings
- Space
- 251 Elizabeth Street, Nolita — 450 sq ft
- Open to public
- October 7–18, 2026
- Extra
- A gift with every purchase
- Category
- Fashion
Natasha's reasoning is a useful test for any brand weighing a pop-up. If the product has to be touched to be understood, whether that is the weight of a knit, the sheerness of a lace or how a color looks on a leg, a room on a busy street does a job a product page cannot.
Frequently asked questions
Where was the Swedish Stockings pop-up in New York?
At 251 Elizabeth Street in Nolita, a 450 sq ft ground-floor storefront held by Parasol Projects. The brand dressed the window with its purple-tights campaign image and put an A-frame sign on the sidewalk.
When did the Swedish Stockings pop-up run?
From Wednesday, October 7 to Sunday, October 18, 2026, twelve days in total.
Why did Swedish Stockings open a pop-up in New York?
The United States is the brand's biggest market, and the team wanted to meet customers in person and let them touch and feel the products. They chose Nolita because it is a good neighborhood for shopping and for pop-ups, and it is easy to get to.
What was sold at the Swedish Stockings pop-up?
Tights, socks and other hosiery from the brand's current collections, including pointelle knit, argyle and lace styles, tiger-print tights in red, orange and pink, two new colors in bubblegum pink and red, and packaging from a collaboration with Leandra Medine Cohen. Every purchase came with a gift.
Can I book the same space for my own pop-up?
Yes. 251 Elizabeth Street is one of eleven Manhattan storefronts Parasol Projects holds the lease on and rents by the week. Live availability and weekly rates are on the space's own page, and bookings can be requested on the site.
