The young newspaper entrepreneur
As a teenager, Konrad started his first magazine – Flare Fanzine - as a tribute to the music scene in his hometown of Umeå, in the north of Sweden. He and a friend carefully covered the subculture and interviewed local musicians and also one of Sweden’s most famous journalists back in the 90s – Andres Lokko. Konrad knew that he would work with journalism one day, so he worked really hard on his “masterpiece”.
– It’s fascinating now to see how much of what was founded back then now is part of my career. The attitude was the same, I wanted to cover a clear, defined world and represent and reinforce it, just as we do with Scandinavian Man, he says.
His journalistic career, however, was set aside for a few years, as straight after high school he traveled to Los Angeles to work for his brother’s agency – Stockholm Design. They eventually opened an office in Stockholm, where Konrad, at the age of 21, became CEO. He was good at the role, and enjoyed it, but the dream of becoming a journalist remained.
– If you know what your dream is, you almost have an obligation to follow it. I knew I wanted to work with magazines, so I left the agency and began to study journalism. I got an internship at the interior design magazine Residence, where I stayed for a few years and got the chance to experience the golden era of the glossy magazine, he says.