Our Scandinavian identity is founded on values and driven by storytelling. Together with the Swedish menswear magazine Scandinavian MAN, we've gathered eight personalities that innovate our times within music, movies, food, and interiors.

Meet the 24-year old rapper Z.E.

Photography Dan Sjölund.

”Alla ska äta” (”Everyone shall eat”) is a motto that’s been repeated in clubs, parties, cars, homes, and headsets all over Scandinavia. The iconic phrase comes from the 24-year old rapper Z.E, in the 2017 song, 163 För Evigt, by Swedish R&B queen Cherrie. The same year, he and his independent management team, Team Platina Records, released the track Caramel, which quickly went viral. Z.E’s music speaks for and from Tensta, a suburb on the west side of Stockholm. In 2018, he released two albums that brought Swedish hip-hop standards to a new high. Earlier this year, he won the Swedish Grammy’s for Artist of the Year.

What is the most important theme in your music?

The theme changes from time to time. It depends on the feeling I have for the moment. But one thing that keeps coming back in the songs is hunger... so the most important theme is hunger.

In what situation do you feel the most inspired and what inspires you?

When I'm just living my life. I can't rap or sing about my life if I'm not out there living it. It's harder for me to find inspiration when I'm in the studio. My family inspires me, the place that I'm from inspires me. My team, my friends, and fans that support me — shout out to all of ya!

What does your background mean for you as a storyteller?

It means everything. My background is the reason I am where I am today as a storyteller.

What is your next step as an artist? 

I think the next step is fo help other artists in the music industry. Me and my team made it this far independently. We want to help others to do the same.