The Terrace Story
From 2007 to Today, Our Journey
2007
Terrace was born
Stockholm, 2007 – a time when terraces were more than just stands; they were battlegrounds of passion, where rivalries flared and every match was a war. It was here, among a group of like-minded individuals, united by their love for football, that The Terrace was born. There was a shared desire to create something for those who didn’t just watch the game, but lived and breathed it. A brand that wasn’t just about football, but about the culture, the community, and the unwavering loyalty that came with it.
The vision was clear – a brand for those who stood together on the terraces, a brand that reflected their energy, intensity, and commitment. Every detail, every stitch, was crafted to carry that spirit. Durable, comfortable, and made with sustainable practices – all infused with the unmistakable style of terrace menswear.
The Terrace wasn’t just about selling clothes; it was about fostering a community, a brotherhood. A brand that understood the unspoken language of the terraces.
2007-2022
Two Physical Stores in Sweden
For years, The Terrace Stockholm stood as a pillar in the Swedish streetwear scene. Two iconic stores in Stockholm and Gothenburg became the epicenter for terrace culture and menswear, offering limited drops, exclusive collections, and unique collaborations with some of the biggest names in the industry. Loyal customers, driven by their passion for the culture, remained faithful to the brand – and still today, if you’re lucky, you might catch glimpses of old Terrace apparel on the concrete steps on game days.
But the retail landscape was changing. The world was evolving, and so was The Terrace. Challenges like the pandemic loomed, and the need for change became undeniable. A new direction was on the horizon.
2025
Onwards: A New Era Begins
2025 marks the dawn of a new era for The Terrace. After a year of planning, a new vision has emerged. Moving from selling other brands to focusing on our own collections, the transformation is complete. This is the next step in the journey, an evolution that stays true to the roots of the brand while pushing the boundaries of streetwear.
Today, The Terrace is more than just a brand. It’s a statement. A reminder of the passion and loyalty that started it all. The terraces may have been the birthplace of The Terrace, but the future is ours to shape. And the journey has only just begun.