clock menu more-arrow no yes mobile

Filed under:

Critical Shopping

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

A visit to the "studiously austere" COS ("shorthand for Collection of Style, a longer explanation scuttled in favor of a single-syllable cough, equally intelligible or unintelligible the world over") was made in hopes of decoding the Swedish brand's mysterious allure. What was learned? Its "un-basic basics" "aims to draw those who have graduated from the most disposable of fast-fashion offerings" (like sister brand H&M)—but alas, it only "caters to what might be euphemistically called a Scandinavian body type." [NYT; Previously]