"It feels really exciting, of course, but also a little surreal. I'm very happy that I'm getting people in general, and men in particular, interested in second-hand clothing. It's about sustainability, of course, but also about how powerful it is to have garments with a history," says Erik.

A year ago, Erik Östling started the Instagram account Gubbstil, which now has over 80,000 followers. He shares his passion for classic men's fashion, second-hand clothing, and how to care for your clothes so they last. With curiosity and humor, he shows how a more thoughtful style can be both stylish and personal.

– Gubbstil is not an ironic project; I am one hundred percent honest. It is my search for authenticity. An attempt to normalize slow choices, well-cared-for garments, and create a more relaxed relationship with clothing.

What is old man style?

A large part of Erik's Instagram feed consists of spontaneous snapshots that he takes himself. Always with the same motif – stylish older men. Mostly older men he encounters in passing in everyday life, such as when he cycles to work or is out for a run.

– My dream is to create a world the way old men think. To me, an old man is someone who makes conscious and sustainable choices.

At the same time, he is aware that the concept can be misunderstood. Old man style can be considered classic and correct—but also very boring if you don't find your own interpretation. Being inspired by classic style without looking dressed up requires balance. Erik himself styles his garments with a modern touch. That's when it becomes timeless instead of just old-fashioned.

When my mother sewed, my interest in style grew

Erik's interest in clothing began at an early age. Growing up, his mother sewed the family's clothes.

"I almost always chose the craziest fabric," he laughs. But I remember it as something positive, and it sparked something in me. I've always been involved in creative projects that stand out, that are different.

Erik's tips for finding bargains in second-hand stores

Erik's best advice for finding bargains in second-hand clothing is to plan your visits and visit your local second-hand store regularly.

"Ultimately, it's about searching," he says. If there's one thing second-hand shopping teaches you, it's patience. Write a list of what you actually need and visit your local store regularly. Sooner or later, the right garment will turn up, in the right size.

Sweden's Second Hand Profile 2026

Erik has become an inspiring role model for those who want to find their own style. By emphasizing quality, craftsmanship, and longevity, he encourages more people to choose classic garments that can be loved and worn again and again.

"Erik does a fantastic job of giving conscious old-school style the attention it deserves, and we want to praise him for that," says Josefine Janossy, marketing and concept manager at Erikshjälpen Second Hand.

The proceeds will be donated to Erikshjälpen's work in Ukraine.

As the winner of Sweden's Second Hand Profile 2026, Erik has the opportunity to donate 25,000 Swedish kronor (SEK) one of Erikshjälpen's interventions children's rights. Erik has chosen to support children and families in Ukraine.

–  It was very difficult to choose. But the situation in Ukraine feels very urgent; these are children in their most formative years, and this is a direct threat that will affect the rest of their lives, says Erik.

Erikshjälpen's contribution to Världens Barn

Since its inception 25 years ago, Erikshjälpen Second Hand has contributed over 50 million Swedish kronor (SEK) to projects for children all over the world.

The money goes to Erikshjälpen's projects in Bangladesh

The money from Erikshjälpen Second Hand and other collections through Världens Barn goes, among other things, to Erikshjälpen's projects in Bangladesh.

Bangladesh is a country severely affected by climate disasters. There, we are working with the local organization Friendship to enable children, especially girls, to continue going to school despite floods, long school distances and the risk of child marriage.

How to celebrate the World's Children in our stores

Many of our stores around the country draw attention to the World's Children in different ways. Tip walks, drawing workshops, fish ponds or something extra tasty in Uncle Erik's Kafé are some examples of what the stores organize.

By shopping in the stores, you always contribute to giving children around the world a better future, but on October 4 it will also be a festive experience.
- In our stores there is a great drive to want to make a difference," says Jerker Sandell.

A ministerial visit with a focus on social interventions

Monday September 15th Anna Tenje, Minister for Elderly and Social Insurance, visited Erikshjälpen Second Hand in Växjö to take part in a presentation about our social mission. Erikshjälpen Second Hand Hand has a comprehensive social mission where the goal is to be an attractive practice coordinator for both the individual, the organisations and society.

- " Erikshjälpen Second Hand plays an important role in supporting people who are excluded and giving them a way back into working life. Both I and the government know that civil society interventions mean a lot for integration and rehabilitation," says Anna Tenje.

An insight into the business and its social interventions

During her visit, Anna Tenje learned more about how Erikshjälpen Second Hand in Växjö functions as both a meeting place and a workplace. Operations Manager Jan Niklasson explained that commitment and social interventions go hand in hand. Volunteers, interns and employees together create a warm and welcoming workplace.

The store in Växjö employs a total of around 120 people, including 26 employees, 17 trainees and around 80 volunteers.

Sustainable consumption - Anna chooses second hand even during royal visits

The tour also highlighted the importance of sustainable consumption. The Minister, who often shops second hand, emphasized that in a role where entertainment is part of everyday life, environmentally conscious choices are particularly important.

- I don't want to wear the same dress too many times, but I still try to be environmentally conscious if I can. Second hand is a good option, and at Erikshjälpen I know that the money goes to good things. Several of my dresses from here have been to the Royal Palace," says Anna Tenje.

Civil society plays an important role

The ministerial visit ended with a reflection on the important role that Erikshjälpen Second Hand plays in creating pathways back to working life. As a meeting place for personal development, job training and social networks, the store in Växjö shows how civil society interventions contribute to integration and rehabilitation.

Last year, 10.9 million products were given a new life through Erikshjälpen Second Hand. In terms of sales of clothing to adults alone, the business has achieved savings of more than 9,500 tons of carbon dioxide, over 1 ton of chemicals and over 2.2 billion liters of water. This is equivalent to filling the Globe with water - four times over.

- I Hhe sustainability report we can we can see in black and white what we are accomplish, says Jerker Sandell, Executive Director of Erikshjälpen Second Hand. Together with our donors and customers, we reduce emissions, save resources and create a more sustainable future..

What our second-hand shops do for the planet

Every time someone chooses second hand instead of new, huge amounts of resources are saved.
Erikshjälpen Second Hand's calculations clearly show the difference it makes:

Environmental benefits in figures from the sale of adult clothing in 2024:
- 9 555 000 kg of carbon dioxide emissions were avoided compared to new production - equivalent to 110 aircraft flights around the world.
- 2,287,238,100 liters of water were saved compared to new production - equivalent to the volume of 4 Globes in Stockholm.
- 1 089 000 kg of chemicals were saved compared to new production - equivalent to the weight of 8 adult blue whales.

Profits from the business change children's lives

The profits from Erikshjälpen Second Hand go to work for children around the world. This year, 84 million Swedish kronor (SEK) was distributed to the children's rights organization Erikshjälpen and its partners, which has helped 271,100 children in 89 different projects. Erikshjälpen Second Hand's social interventions in the stores have also supported 4,000 children in Sweden by strengthening parents through job training or internships.

- We would like to extend a warm and heartfelt thank you to all our customers, donors and partners who make our work possible. Together we are creating change - for the climate, for people's lives and for future generations," says Jerker Sandell.

Sara Olsson is agrew up and lives in Luleå. She has a background has a background as a waste engineer but chose to change career to inspire sustainable lifestyle choices. During her parental leave in 2020, Sara started the Instagram account @HallbaraSara (now more @sara.ohlsons) to share her knowledge of circular economy and recycling, combined with her interest in fashion. The account grew quickly and became a platform where she shows her followers how to make conscious and sustainable choices in everyday life.

- I want to be the inspiration that I was missing i my flow; to highlight the benefits of transition and everything we have to gain from living sustainably," says Sara.

Prize money for portable schools in Bangladesh

As part of the award, Sara will receive the right to allocate 25,000 Swedish kronor (SEK) to one of Erikshjälpen's projects. Sara has chosen to donate the prize money to Erikshjälpens project for portable schools in Bangladesh. For the children living on the sand islands in the Jamuna River delta in northern Bangladesh, the effects of the climate crisis are tangible. The incidence of extreme weather has increased and is changing the landscape around the islands flooding and erosion more frequently.No schools have been built here before - who wants to build a school on land that may not exist tomorrow? Therefore, Erikshjälpen supports a project where children on the islands can attend portable schools.

- Bangladesh is one of the countries that contributes the least to climate change while being hit hardest by floods. Every sixth garment on the Swedish market is produced in Bangladesh and textile workers cannot cannot live on their salary," says Sara when asked why she chose this particular project.

Jerker Sandell is the Executive Director of Erikshjälpen Second Hand and he is proud to appoint Sara as this year's second hand profile.

- Sustainability is not just about what we buy, but how we take responsibility for the world around us. Sara connects these issues in an inspiring way, and her choice to support schools in Bangladesh shows her holistic approach. With passion and knowledge, she gets more people to discover second hand, and we hope that the award will inspire even more people to follow her example," says Jerker.

Second Hand Profile of the Year Award

Erikshjälpen Second Hand draws attention to every year a person or organization that through their commitment contributes to an increased interest in second hand and its possibilities. It can be about innovative ideas, creative solutions or smart environmental work through reuse. The winner receives a diploma and a statuette, as well as the right to award one of Erikshjälpen's projects for children's rights equivalent to 25,000 Swedish kronor (SEK).

The award has been presented every year since 2012 and previous winners include Sara Wimmercranz, Gustav Broström and the Swedish Society for Nature Conservation.

- We have made the decision based on reports from Greenpeace, as well as the warnings issued by the Swedish Chemicals Agency and the Swedish Consumer Agency regarding garments from direct imports, such as SHEIN, says Cathrine Kylesten, Sustainability Manager at Erikshjälpen Second Hand.

The Sustainability Manager emphasizes that the decision follows the precautionary principle under the Environmental Code, which means that activities should prevent risks to both human health and the environment.

Uncertainty about product quality and manufacturing

According to Erikshjälpen, it is difficult to ensure that directly imported products from SHEIN meet European requirements on content and working conditions.

- By avoiding selling products from SHEIN, we at Erikshjälpen Second Hand Hand can maintain our values of sustainability, justice and ethics in consumption, says Cathrine Kylesten.

For platforms, such as AliExpress, Temu and Wish, which also sell products of questionable quality and manufacture, it is more difficult to introduce guidelines, as they operate as multi-brand marketplaces.

What happens to existing products?

Both the products from SHEIN that are already available at Erikshjälpen Second Hand and those that are handed in in the future will be handled as textile waste. In municipalities where textile sorting is not available, it is sorted as combustible.

The decision not to accept or sell products from SHEIN may be reconsidered if the products comply with Swedish legislation in the future.