When it comes to cider, there's nothing fruitier or more Swedish on this green Earth than Rekorderlig. So we fused both of those qualities and came up with "be a little fruktig". Fruktig means fruity in Swedish, but it's so much more than that. It's a vibe! A personality! A sense of humour! And it's that slightly left of centre Scandi-ness you can't quite put your finger on... But you can have a hell of a lot of fun trying.

We wanted to create a universe where we could step outside the world of cider. Create fruktig fashion to enjoy your fruktig drinks in. Create furniture to do the same. We want a whole world that’s fruktig. All in the name of delicious cider. That’s why the first campaign read more fashion than cider, with hand painted bespoke garments we wanted to sell in an online fruktig store.