Where Imagination Lives: Building a Brand in the Heart of Lincoln

There’s something about Lincoln.

Maybe it’s the way the Cathedral looms over the city like it’s guarding centuries of secrets. Maybe it’s the castle walls that whisper stories when you walk past them at dusk. Or maybe it’s just the quiet power of a place that feels timeless — a city that holds both history and possibility in the same breath.

For us, it’s the backdrop where The Swoon Society was born.

We built this brand in a city soaked in story. Where gothic archways spark your imagination, and cobbled streets make it easy to believe in other worlds. Where books like The Knight and The Moth don’t feel so fictional when the world around you already looks like a fantasy.

The Swoon Society started as two sisters, a dining table, and an obsession with reading. But it grew here — in a place that made it easy to believe in magic, love stories, and the kind of longing that lives between pages.

When you walk through Lincoln, it’s not hard to picture sword fights in alleyways or whispered romances in candlelit windows. Our designs, our slogans, even our caps are shaped by that energy — part romantasy, part real life, all heart.

Building a brand from this city feels like an extension of what we love: story-rich, emotionally-charged, just a little dramatic (in the best way). Whether it’s the view from Steep Hill or the shadow of the cathedral at golden hour, Lincoln brings books to life — and that’s exactly what we’re here for.

So if our merch feels a little extra, a little transported, a little like you stepped out of a novel — that’s because it is.

This city taught us how to dream like that.