Sneresekoncernen is an Instagram account I’ve been obsessing over for a good old portion of a year now. Essentially they post images of working and lower-middle class culture from the 1970s to the present. Think casuals (sport and smart), rotary clubs, M25 raves, Barratt estate architecture, grey football stadiums and the crap football they housed.

The photos are so thoroughly well researched though – it beggars belief as to where they’ve been found. You find yourself swooning over a photo of a far from sober party of mums and dads captioned in a narrative of fact and fiction. It’s nostalgic, but celebratory, and documents the design, fashion and lives of an often ignored part of British culture.

I had no idea how I found them or who was behind the account so the fascination grew further and – being the curious man I am – resulted in this with Q&A with Sneresekoncernen’s Fredrik Jansson.

What is Snereskoncernen? Who are you? And What does the name mean? From lurkin’ on your IG I get the strong impression that you must be a Swedish collective?

Sneresekoncernen is Swedish and means a corporate group that travels in a strange way. The verb Sneresa is also a word that the swedish writer Vilhelm Moberg (1898-1973) used in his literature, but back in those days it meant miscarriage. We created Sneresekoncernen when we got lost by purpose in South East London once. And yes, we are based in Stockholm.


Broadly, you post working-class / lower-middle class subculture photos from 70s to 90s – where did this interest come from? Do your backgrounds play an influence in this? 

We love pictures of everyday life. We come across private albums of photos, and if we come across a birthday party in a pub in Solihull in 1992 with a cake shaped as a football pitch it’s even better. We’re fascinated by all these small communities of people collecting; dried flowers for example. Nothing beats the feeling of entering an underground train in Central London on a Saturday and finding yourself in the middle of some cute community on their way to their convention. Well designed and conservative looking social logos and petal discussions. We love subcultures and passionate people, it doesn’t matter if it’s the Shropshire Begonia Society or the Drum’n’Bass producers responsible for the releases on Metalheadz between 1994-1996. All of us grew up in different subcultures, it shaped us as individuals.

How do you find your images? It feels like you have a knack for uncovering personal photographs that obviously aren’t by professionals, do groups on social media sites play a part?

We google our pictures. Screenshots from documentaries is another way. And, yes, to find old private albums and make up stories about the photos is probably the best way. We haven’t tried groups on social media sites yet, but will probably do it now since you mentioned it.

sneres 3

Drunk people feature prominently, what attracts you to these images? Is it about shining a light on community/relationships that are shaped by communal drinking or is it more amusement at red-faced sesh-monsters your parents age?

We like to mess a bit with the alcohol norm and pub culture. We’re not interested in showing people who’re vomiting in some alley outside a boozer. It’s more relevant and fun to post pictures of some lunch gang from a dull office who are out having a pint after work. If we can find pictures showing some early 90’s aesthetics it’s even better, of course. This ongoing lager and pub phenomena is fascinating and a great source of humour.

Football is another recurring theme, who do you support? How do you feel about the current trend for 90s football attire? 

We support all teams in the lower divisions. Preferably Non League teams. It’s a nice and friendly atmosphere at those games. Perhaps get some new friends in the stand or find a really old turnstile hidden under some debris. The 90’s casual revival is totally irrelevant to us.

Who are your number one sources for style inspiration?

The 90’s versions of John Major and Goldie are still great stylewise.

john and goldie.png


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