When some people think about Sweden and automobiles, they think of clean-cut blondes driving Volvos. But since the dawn of hot-rod culture in the U.S., there’s been a subculture in Sweden that’s been bound together by their mutual worship of tail-finned American steel, cheap beer, and rock ‘n’ roll. Known as “raggare,” they throw a hefty, fuel-inefficient monkey wrench in the popular preconception of Swedes as the neatest and most polite people in the world, and they seem like they have a blast doing it.
For the video for their new single “Lightweight,” Berlin-based rock group Zulu Pearls’ creative mastermind Zach Van Hoozer traveled to Sweden to hang out with the raggare gang Moonshine Cruisers and caught the experience on film. The result creates an interesting juxtaposition of sugary retro-rock sounds and pastoral images of grizzled hot rodders shotgunning beers.