Sweden is famous for many things – but not fashion.

Loyalty is not won by being first. It is won by being best.

If there is a Swedish style, I cannot identify it.

Hong Kong is a good fashion city. The interest is enormous. There's good potential in the Asian market.

Sweden is famous for many things - but not fashion.

Niklas Zennstroem has a thorough background as a successful entrepreneur with extensive expertise in areas such as IT and online.