Stockholm dweller Pontus Bjorkman, 40, has been head of brand development at Acne Studios since 1997, one year after it was founded and where he is still identified within the company as "employee No. 3".

He has been at the forefront of Sweden's march to global style dominance since he was about 7 years old, when for the last day of the summer term he wore, "white pants, a neon belt, white shoes, neon socks and one neon glove. Completely outrageous but I thought I was the coolest." In these sober times, though, his mantra is to make sure that he always dresses his age. "I have a problem with people who don't dress their age."

As well as placing great importance on the value of quality footwear ("If you're going to wear a sneaker make sure it's a good looking sneaker"), Mr Bjorkman also abides by one other simple and golden rule: "Never buy a house with a round window. I hate houses with round windows."

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