Brands we love, Fashion

How to pronounce Totême, how to spell it and where the house is from

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Brands we love, Fashion

How to pronounce Totême, how to spell it and where the house is from

Posted by author-avatar

Totême is pronounced toh-TEM: two syllables, the stress on the second, the final e silent. The pieces are in the Totême collection at Coveti; for other labels see designer clothing, and for the next step the who is Totême guide. The circumflex over the e is decorative rather than a French pronunciation cue, and the house itself sidesteps it by writing the name in capitals as TOTEME. The name plays on totem, an emblem, though the brand has never published an official etymology. It is a Swedish house, founded in New York in 2014 by Elin Kling and Karl Lindman and based in Stockholm since 2016. This page is the short answer, then the spelling, the origin and the founders, for anyone about to say it out loud in a shop.

Key facts

  • Pronounced toh-TEM, stress on the second syllable, final e silent
  • Written Totême with a circumflex; the house writes TOTEME in capitals; both are correct
  • Swedish: founded in New York in 2014 by Elin Kling and Karl Lindman, moved to Stockholm in 2016
  • Flagships in Stockholm, New York, London and Los Angeles
  • The name plays on totem, an emblem; no official etymology is published

Say it: toh-TEM

Two syllables. The first is short, like the start of toad; the second rhymes with them and carries the stress. Do not add a third syllable for the last e, and do not make it French: the circumflex does not change the sound here. If you can say totem, you nearly have it; move the stress to the end and cut the final vowel.

Spelling: Totême, TOTEME, Toteme

The brand writes its name in capitals, TOTEME, on its labels, its website and its shopping bags, which is why you rarely see the accent on the label itself. In running text, editors and retailers write Totême with the circumflex, and in searches and web addresses it becomes plain Toteme. All three point to the same house. Coveti uses Totême in its editorial and Toteme in its web addresses.

What the name means

The house has never published an official story behind the name. It plays on totem, an object that stands as an emblem for a group, which fits a label whose pieces are meant to be recognisable signatures, the scarf jacket and the monogram among them. Anything more specific you read is guesswork.

Where Totême is from

Sweden. Elin Kling and Karl Lindman, both Swedish, founded the label in New York in 2014 and moved it to Stockholm in 2016, where the atelier is. The first flagship opened in Stockholm, followed by New York, London and Los Angeles. The who is Totême page has the full story, and the history timeline the dates.

Where it is made

The house designs in Stockholm and works with partner factories; it does not publish one country of manufacture for the whole line. Each product page states its own, and many of the leather bags and shoes state Italy.

The pieces on Coveti now

1. Curved Rib Tank White in Jersey, $260

An earlier-season piece, still in stock, shown in jersey.

2. Curved rib tank in Black, $260

Made from 93% organic cotton, 7% elastane, shown in black.

3. Twisted seam denim full length raw, $403

A permanent-line piece, in the shade named on the listing.

4. Twisted seam denim worn blue, $416

A permanent-line piece, in the shade named on the listing.

5. Twisted seam denim full length mid grey, $441

An earlier-season piece, still in stock, shown in mid grey wash.

6. Twisted seam denim full length worn blue, $441

A permanent-line piece, in the shade named on the listing.

7. Twisted seam denim in Washed blue, $610

Made from 100% organic cotton, shown in washed blue.

8. Twisted seam denim full length in Rinsed blue, $630

Made from 100% organic GOTS cotton, shown in rinsed blue.

“For us, being outside that fashion center became really interesting in defining what we do. Also, Sweden has a very modern society, it stands for equality and sustainability, so people connect with our brand on that level, too,” Karl Lindman told WWD in 2021 of the decision to base the house in Stockholm.

Frequently asked questions

How do you pronounce Toteme?

Toh-TEM, two syllables, stress on the second, final e silent. The circumflex does not change the sound.

Is Toteme French?

No. It is a Swedish house, founded in New York in 2014 and based in Stockholm since 2016. The circumflex is decorative.

Why is Toteme written in capitals?

The house writes its own name as TOTEME, on its labels and its website. Editors write Totême; both are correct.

What does Toteme mean?

The name plays on totem, an emblem. The brand has not published an official etymology.

Who founded Toteme?

Elin Kling and Karl Lindman, a married Swedish couple, in New York in 2014.

Where is Toteme from?

Stockholm, Sweden. The atelier is there, and the flagships are in Stockholm, New York, London and Los Angeles.

Read next

Who is Totême? History timeline Glossary Is it a luxury brand?

More Totême guides

Every Totême guide on Coveti: Is it a luxury brand?, How to style, Brands like Totême, The edit, Who is Totême?, History timeline, Size guide, Shoe size guide, Price guide, Where to buy, Sale, Review, Real vs fake, Materials and care, Glossary, Who wears it, vs The Row, vs Khaite, Capsule wardrobe, The Signatures, Fall winter 2026, Spring summer 2026, Coats, Scarf jackets and coats, Jackets and blazers, Shearling, Knitwear, Dresses, Trousers, Jeans and denim, Skirts, Tops and shirts, Swim and beachwear, Leather, Bag guide, T-Lock bags, Belted tote, Shoe guide, Boots, Flip flops, Sneakers, Jewellery guide, Sunglasses, Scarves, Black, Camel, beige and brown, White and ivory, Belts, Hats and gloves, Wallets and cardholders, Accessories guide, Gift guide, Trench coat, Country and quilted jackets, Slouch waist dress, Twisted seam jeans, Cardigans, Parachute pieces, Pyjamas and silk sets, Pre-Spring 2027 edit, Puffer jacket, Car coat and peacoat, Clutch bags, Heels, mules and loafers, Cherry red.

Sources and method

Checked on 7 November 2026 by Coveti Editorial, the Coveti fashion desk. Product facts, the compositions, care lines, dimensions, heel heights and country of manufacture, are the brand’s own product-page text; counts, prices and price ranges are Coveti’s live catalogue on that date and move with stock; the founders’ biography and the house history come from the brand’s own pages and the press articles listed below, each read on the date above; the size scales are the brand’s own. Where a claim could not be checked against one of these it was left out, and where the fitting room is giving its own advice the page says so.

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About Coveti Editorial

Coveti Editorial is the in-house fashion desk at Coveti, the London-based luxury fashion marketplace. The team writes our designer guides, brand profiles and buying advice from the collections our contracted boutiques carry: more than 500 boutiques across eight cities. Every guide is checked against the designer's own information before it is published.

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