Amat Levin: Vad är 'svennelökar'?

"Daniel", ordningsvakt: Otrendiga svenskar. G-Star Raw-killar och Gina Tricot-tjejer. Och benämningen är helt könsneutral, jag nekar dåliga tjejsällskap lika mycket som dåliga killsällskap. I de fall stället är inte fullt och jag inte kan utgå från stammisar går jag efter snygga, trendiga människor när jag släpper in, även om jag aldrig har sett dem förut.

"Mattias Norburg & Timmy Kersmo" matchy-matchy at a party for G-Star Raw, from nightlife website .

"Mattias Norburg & Timmy Kersmo" matchy-matchy at a party for G-Star Raw, from nightlife website

From the article "Krogpersonalen Avslöjar", or "Nightclub Staff Confess" in the newest issue of Nöjesguiden, all about discrimination in Stockholm nightlife. So much of it was about clothing! I thought the above quote was the perfect pull, with its direct naming of two apparently untrendy brands in such a short sentence. What makes those brands inherently untrendy?

AL: What are 'svennelökar' [ed note: I think "crackers" is the closest translation]?

"Daniel", security guard at a hip club in Stockholm: Untrendy Swedes. G-Star Raw guys and Gina Tricot girls. And that nickname is totally gender-neutral, I refuse bad girl groups just as often as bad guy groups. In cases where the place is full and I can't choose from regulars, I go for good-looking, trendy people when I'm working the door, even if I've never seen them before.

It's a really interesting article in general, interviews with people who work in the business. No one they talk to discriminates, personally, but they've seen other people do it. And no one can define what they mean by trendy! Is it the brands that make the people untrendy, or the other way around? And does the typical (under thirty, city-living, liberal) reader get a specific picture in his or her head of what a "G-Star Raw guy" is? Would the guys in the photo above, pictured at a party for G-Star Raw, consider themselves "G-Star Raw guys" or just visiting?

Read it in Swedish here.