Remember the Amazon Coat? In 2018, a pocketed parka sold by the mega-retailer swarmed the streets of New York City and then the world, fueled by word of mouth (and an irresistible, $140-ish price tag). Now, a new piece of outerwear has finally overtaken it: the Toteme scarf jacket and its many, many copies. Only this time, the viral coat of the winter is being boosted and replicated by the alarming power of social-media algorithms, which resurface a style endlessly until it is unavoidable.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130 wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130
wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
Toteme
Toteme, a subdued Swedish brand co-founded by Elin Kling and Karl Lindman, first launched its $1,130 wool coat with a built-in scarf in 2022. Since then, the coat has gone from a street-style breakout hit to a worldwide phenomenon, spawning thousands of social-media videos where people unbox, critique and analyze the style. Although the original version by Toteme is still the gold standard, often selling out on the brand’s website and e-commerce sites like Net-a-Porter, retailers like Amazon and Zara hawk dupes for as little as $31.99.
