Through his Instagram account Gubbstil, Erik Östling has inspired thousands of followers to discover a timeless style of clothing and the joy of shopping second-hand. He has now been named Sweden's Second-Hand Profile 2026 by Erikshjälpen Second Hand.
"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.
Erik Östling. Photo: Ronja Fagré.
Erik Östling. Photo: Ronja Fagré.
Erik Östling. Photo: Ronja Fagré.
Erik Östling. Photo: Ronja Fagré.
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.
To me, an old man is someone who makes conscious and sustainable choices.
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 Östling. Photo: Ronja Fagré.
Erik Östling. Photo: Ronja Fagré.
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.
The jury's reasoning
In just one year, Erik Östling has created a warm and inclusive space for anyone who appreciates style, quality, and the joy of caring for old garments. Through his Gubbstil account, he has built a community where sustainability, clothing care, and secondhand shopping are natural parts of the conversation.
Erik is a breath of fresh air in an industry where men's voices are few and far between. He makes second-hand clothing accessible, de-dramatized, and appealing to new target groups. By emphasizing quality over short-lived trends, he inspires more people to choose garments that will stand the test of time and be loved for decades.
About the Swedish Second Hand Profile award
Every year, Erikshjälpen Second Hand awards the Swedish Second Hand Profile to someone who, 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 recipient of the "Sweden's Second-Hand Personality" award will receive a certificate and a statuette, as well as the right to donate the equivalent of 25,000 Swedish kronor (SEK) to one of Erikshjälpen's interventions children's rights.
Ukraine is currently experiencing its coldest winter in several years. To meet the urgent needs, Erikshjälpen and Radiohjälpen have launched a new initiative to help families cope with the cold.
It has been four years since Russia's large-scale invasion of Ukraine. The situation remains serious. Today, there are 3.8 million internally displaced persons in the country. Since February 2022, 745 children have been killed and over 2,300 injured, according to the UN.
Cold weather exacerbates situation in Ukraine
The winter of 2025–2026 has proven to be one of the most challenging periods since the start of the war. Families lack warmth and security due to destroyed homes and disrupted infrastructure such as electricity and water supplies. In Kiev, entire neighborhoods have been forced to endure temperatures as low as minus 25 degrees Celsius without the ability to heat their homes.
The harsh winter creates more than just material needs. Parents worry about keeping their children warm, and entire communities live in constant anxiety about how they will survive the winter. The combination of extreme cold and energy shortages increases psychological stress and leaves many in urgent need of both warmth and supplies, as well as psychosocial support.
Car wrecks and destroyed houses in a suburb of Kiev. Photo: Bengt Sigvardsson.
Apartment buildings destroyed by Russian air strikes. Photo: Bengt Sigvardsson.
Car wrecks and destroyed houses in a suburb of Kiev. Photo: Bengt Sigvardsson.
Apartment buildings destroyed by Russian air strikes. Photo: Bengt Sigvardsson.
Erikshjälpen's efforts against the cold
Erikshjälpen, together with Radiohjälpen, has launched an extra initiative to alleviate the worst of the suffering. The initiative has a total budget of Swedish kronor (SEK) 3.3 million Swedish kronor (SEK) is being implemented in ten regions in Ukraine.
This will be distributed:
- blankets
- warm clothes
- food
- thermoses
- LED lights
- heating fans
To enable children to continue their education, we distribute power banks that allow them to charge their phones and computers for distance learning.
Portable power stations are distributed to families with children with disabilities. They provide basic lighting, keep the internet running, and enable necessary assistive devices to be charged.
Support Erikshjälpen's work in Ukraine
With your donation, we can provide warmth, food, winter clothing, emergency supplies, and psychological support to children and families in war-torn Ukraine.
Give a gift
On Wednesday, December 10, a seminar was held in the Swedish Parliament on how Sweden can strengthen children's rights in a rapidly changing aid landscape. The roundtable discussion was organized by the Parliamentary Network for International Children's Rights Issues.
During the seminar on the theme "Two years of the reform agenda – what has happened and how do we move forward? Erikshjälpen's Secretary-General Ingeson highlighted the organization's work in Bangladesh. This is a long-term effort in which children themselves participate in disaster risk management, among other things. By showing how children can be active agents of change, Erikshjälpen wants to emphasize that investing in children leads to both safer societies and sustainable development.
When children are given the opportunity to influence their own everyday lives and local communities, lasting change is created.
©UNICEF/Anton Brunnberg
©UNICEF/Anton Brunnberg
©UNICEF/Anton Brunnberg
©UNICEF/Anton Brunnberg
Children are hardest hit – and should be the focus of aid efforts
Children are the ones most affected by war, climate crises, and growing inequality. At the same time, children's rights are being pushed back globally. During the seminar, it was emphasized that Sweden has long been a leading voice for children's rights—and that this role is now more important than ever.
The government's reform agenda contains clear statements on children's rights, but children's rights organizations emphasized the need for this to have a greater impact in both thematic and geographical aid strategies.
Important issues discussed
During the seminar, issues such as the following were discussed:
- The current state of children's rights globally
- How children's rights can be strengthened when aid is reformed
- The importance of international commitments and strong multilateral cooperation
- The link between children's rights and investments in education, gender equality, and climate action
- How child participation be ensured in practical social work
©UNICEF/Anton Brunnberg
©UNICEF/Anton Brunnberg
Unified voices for stronger Swedish leadership
Participants included representatives from several parliamentary parties and children's rights organizations, including:
- Gudrun Brunegård (Christian Democrats)
- Olle Thorell (S)
- Åsa Regnér (Save the Children)
- Mattias Ingeson (Erikshjälpen)
- Monica Lorensson (Plan)
- Karin Strömstedt (UNICEF)
- Yasmine Ericsson (SD)
- Carina Ödebrink (S)
- Pernilla Baralt (UNICEF)
Putting children at the center was seen as one of the most long-term and powerful investments Sweden could make.
The discussion clearly showed that there is both a willingness and opportunities to strengthen children's rights in Swedish development cooperation. Putting children at the center was seen as one of the most long-term and powerful investments Sweden can make.
Lena Elf
Press officer
This year's theme for Musikhjälpen in Karlstad was "All children have the right to go to school." Mattias Ingeson, Secretary-General Erikshjälpen, visited the glass cage and talked about the children's rights organization's work on the climate-vulnerable sand islands in northern Bangladesh.
"Before this project, there were no schools on these islands. Together with Friendship, we are working with portable , which can be dismantled when the water starts to rise and then reassembled in a new, safe location just a day or two later," explains Mattias Ingeson, Secretary-General Erikshjälpen.
Innorthern Bangladesh, in the Jamuna River delta, people live on sand islands. The islands are unstable and prone to recurring floods and other natural disasters. This has made it impossible to establish infrastructure or school buildings. Since 2006, Erikshjälpen has been working with the organization Friendship in Bangladesh to enable children to attend school despite the climate disasters that constantly threaten the country. portable allow children to continue their education even when floods threaten.
Children are agents of change themselves, if only they are given the opportunity.
A safe place and an opportunity for a better life
Going to school means so much more than just getting an education. It is particularly important for girls, many of whom risk being married off if they do not attend school. However, many girls face obstacles that prevent them from attending classes. The journey to school can be long and dangerous, and the lack of toilets and opportunities for good hygiene during menstruation can mean that they prefer to stay at home.
“An important part of our work is to tell children about their rights,” says Mattias Ingeson. We set up children’s clubs and committees where, in addition to learning about disaster preparedness, they also learn that they have certain rights, such as the right to go to school. Children are agents of change themselves, if only they are given the chance.
portable are one of our interventions strengthen children's right to education,health, safety, and protection innorthern Bangladesh. Onthe page Portable school – from dismantling to rebuilding, you can read about how to move a school.
Learn more about portable
For children and young people to trust society, society also needs to trust them. This was the main message when around 300 people gathered at Jönköping University on Children's Convention Day.
"We are here. We care. Take us seriously." This is how the young people expressed their message. They had planned and created this year's Children's Rights Conference themselves, and their voices were at the center of the day.
The theme of this year's Children's Rights Conference was Trust and the Rights of the Child in a Changing World. The day explored what makes young people trust adults - and what can cause trust to break down. What made the conference special was that the young people themselves had decided the theme, made the program and led the discussions.
- You adults say you know what it's like to be young, because you've been young. I don't mean to sound harsh, but the problem is that you don't know what it's like now. But your children do, so ask them what it's like," said Zeina Kifo from Öxnehaga in Jönköping.
Research, conversations and personal stories
The Children's Rights Conference featured current research and personal stories. Researcher Stephanie Plenty presented new findings from a major study on young people's democratic engagement. Young people then participated in a panel discussion with, among others, Evin Cetin, founder of SAO jobs (a form of employment for secondary school students aged 14).
Two-time speaker of the year Charbel Gabro gave a talk on how people from different backgrounds can understand each other better. Marx Mukuru and Nasir Sarr, winners of the 'Local Poet of the Year' award, performed texts about injustice and what it can feel like to grow up in today's society.
I hope that those of you who are here will take this with you to your organizations. It doesn't have to be a big conference, but just create discussions.
A meeting place for important conversations
Child rights issues concern many professionals. The conference brought together adults working in, for example, schools, social services, health care or the non-profit sector. This made the day an important platform to talk about children's rights - both in the region and in Sweden.
- "I hope that those of you who are here will take this with you to your businesses. It doesn't have to be a big conference, but just create discussions," says Minda Ranerås, 19 years old from Tenhult.
Conference on the Rights of the Child 2025
The children's rights conference was organized by the focus group on children's rights in Jönköping County, in collaboration with Save the Children, RF-Sisu, Erikshjälpen, Women's and Girls' Shelter, Share Music and Performing Arts, Region Jönköping County, Municipal Development, Jönköping University, Jönköping Municipality, Vetlanda Municipality and the County Administrative Board of Jönköping County.
Tip: Listen to the interview with some of the young people in P4 Jönköping.
Erikshjälpen's partner organization in Bangladesh, Friendship, has been named the winner of the prestigious Earthshot Prize 2025 in the Fix Our Climate category. The prize was awarded on November 5 in Rio de Janeiro and celebrates the most innovative solutions to save our planet.
The Earthshot Prize was established in 2020 by Prince William and the Earthshot Foundation with the aim of finding, highlighting and scaling up the most effective solutions to our planet's biggest challenges.
Often referred to as the 'Nobel Prize of the environmental world', the prize is awarded to projects that can make a real difference to climate, nature and society. The fact that Friendship is now a winner shows that their work is making a real difference on a global scale.
Climate adaptation that saves lives
Friendship works in some of the world's most vulnerable areas along Bangladesh's rivers and coastal areas, where climate change is already dramatically affecting people's lives. The organization develops local and long-term solutions that make communities more resilient to floods, erosion and cyclones.
Among Friendship's interventions are:
- portable schools - modular schools that can be dismantled and moved when the land is flooded.
- Replanting mangrove forests to protect the coast from erosion and storms.
- Elevated housing, schools and health centers that can withstand rising water levels.
- Floating hospitals and mobile clinics that reach people in remote areas.
- Education, health and livelihood support for millions of people every year.
Erikshjälpen is on the journey
Erikshjälpen is a proud partner of Friendship and supports their projects through our Regional offices in Bangladesh. Together we work to strengthen local communities and protect children's rights.
With the Earthshot Award comes international attention and new resources that will allow Friendship to scale up its climate solutions and reach even more people. Erikshjälpen will continue to be a close partner in this work - and together we will continue to fight for a just and sustainable future.
Stärkta parentsparents provider safe children. Through the Erikshjälpen project Forparent power project, the adults meet in a safe community and grow in their parenting. Every week, families gather in the residential area Skäggetorp in Linköping to share their everyday lives, joys and experiences.
The large room in the activity center Kulturhuset Agora in Skäggetorp is filled with laughter, music and movement. Children and parents drum together with joy and enthusiasm. When the music stops, one of the participants says:
- We needed this! The stress disappears. It's so nice to just be who you are.
After the djembe drums, the evening continues with the children relaxing with fairy tale reading and the adults gathering for a chat. Several parents describe that it feels good not to be alone.
They say it's the first time they've talked openly with other adults about what it's like at home and what it's like to be a parent.
Chrysanthi Tsafantaki.
Chrysanthi Tsafantaki.
What is Parental Power?
Parental Power is a new project within Erikshjälpen Framtidsverkstad, which is currently available in six locations in Sweden. Earlier this fall, Erikshjälpen received 11.3 million Swedish kronor (SEK) from the Postcode Lottery to start and run the project for four years.
The aim is to empower parents to support their children in the challenges they face at school and in life. During parent meetings, participants exchange experiences, but also learn more about how society works and how they can support their children.
- Parents are the most important people in children's lives. We want to give them the strength and courage to grow," says Chrysanthi, also known as Chrissa. "There are many parent-strengthening interventions in the municipality, but we feel that far too few take advantage of them.
Skäggetorp Family - children and adults create together
Many parents in Skäggetorp are foreign-born and have lived in Sweden for different lengths of time. Being a parent in a new country can be a big challenge - you need to learn a new language, a new culture and understand the rules of society.
- "Many people want so much but need support and safe meeting places to dare to be involved," says Chrissa.
In the Skäggetorp Family activity in Linköping, families get to create something together. At the first meeting they were asked to introduce themselves. The children took the initiative and were keen to talk, while some of the parents stood in the background.
- The children often have a better command of the Swedish language, but when we encouraged the parents to dare to participate, it became a nice moment for everyone, says Chrissa. "It's important to find a balance where both children and adults are given space.
"Here I can speak Swedish and meet other mothers"
Ruun is from Somalia and has lived in Sweden for five years. She participates in Skäggetorp Family with her children Geedi and Madhi.
- I wanted my children to make friends - and me too. Here I can meet other parents, but also speak Swedish and listen to others speak," says Ruun.
Geedi and Madhi are involved in several of Erikshjälpen Framtidsverkstad's activities such as homework and various leisure activities. Ruun is often with them, but always feels safe even when the children are at the Future Workshop themselves.
I think you should trust your children. Trust creates a good relationship.
Towards the future
The goal of Föräldrakraft is for more parents to feel safe, engaged and involved - both at home and in society. During the project period, Erikshjälpen Framtidsverkstad will establish meeting places and platforms for children and parents, and the plan is for the work to become an important part of Erikshjälpen's regular activities in the future.
In Skäggetorp there is a strong will to cooperate. Many different actors are working towards the same goal - to support families and create security in the area. The community has confirmed that Föräldrakraft is really needed, and the commitment is great.
- "As parents grow, children grow too," says Chrissa. "We believe that when each family member takes responsibility for their role, there is a balance - children can be children, focus on school and grow at their own pace.
Ruun with her children Geedi and Madhi.
Ruun with her children Geedi and Madhi.
On Saturday, October 4, donate all our stores will donate their daily cash registers to Radiohjälpen's fundraising campaign Världens Barn. This year also marks the 25th anniversary of Erikshjälpen's collaboration with Radiohjälpen.
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.
Last year, the stores sold for 3,280,072 Swedish kronor (SEK), a fantastic sum that we hope to surpass as we celebrate our anniversary.
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.
The World's Children campaign gives us another opportunity to engage and do more for children around the world.
Världens Barn is Radiohjälpen's largest fundraising campaign and is a collaboration between Swedish Television, Swedish Radio P4 and 14 aid and children's rights organizations, of which Erikshjälpen is one. The starting point for Världens Barn is the right of all children to health, school and security.
Anna Tenje (M), Minister for Elderly and Social Security, visited Erikshjälpen Second Hand in Växjö this week. The visit focused on the organization's social interventions, but was also about the importance of sustainable consumption.
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.
Operations Manager Jan Niklasson and longtime volunteer Sören Andersson received Anna Tenje in the Växjö store. Photo: Lena Elf
Operations Manager Jan Niklasson and longtime volunteer Sören Andersson received Anna Tenje in the Växjö store. Photo: Lena Elf
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.
From the visit today, I take with me Erikshjälpen's ability to never give up on people.
Listening 