This weekend I watched 'Easy Money' and 'Easy Money II' – aka 'Snabba Cash' and 'Snabba Cash II' – the first two parts of a Swedish-film trilogy which comes to an end later this year. I've been a fan of Swedish cinema for quite some time now as I am fascinated by the culture and lifestyle of the country.
In the centre of the three films is Joel Kinnaman, a Swedish-American actor you might have also seen in 'The Killing'.
Just famous fellow countrymen Alexander and Bill Skarsgard, Kinnaman has been favoured with the viking genes of height and style. The latter is an essential part of his character in 'Easy Money' and also of his personal life. As you might expect, his is a minimal approach – lots of navy and grey suits worn with classic shirts and plain skinny ties for the red carpet and a sportier approach of denim shirts, chinos and leather bomber jackets for off-duty. His motto is to only add a statement piece to any outfit, whether it is a luxe jacket or a printed pocket square.
This and, I'm sure, his killer hair won him the spot as the face of the H&M FW12 menswear campaign, which was launched alongside a (slightly non-sensical) beautifully shot short movie set in London.
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