Jacob Hägg
CREATIVE DIRECTOR · FOUNDER, INTELLIGENCE MATTERS · STOCKHOLM
Jacob Hägg is a Swedish creative director and founder of Intelligence Matters. His practice moves across fashion, contemporary image-making and coded systems. Artificial intelligence enters as a production method or material when the work requires it, never as the position.
He began with Brashy Studios, co-founded with Axel Hägg in 2011 — an independent fashion and image studio active across Stockholm, New York and Los Angeles. In 2017 the work was included in MoMA’s Items: Is Fashion Modern? The same direction now continues through image, design and code.
With Axel Hägg he also founded Haegg & Haegg Group, the holding body behind Intelligence Matters and the wider linked estate.
He is a direct descendant of Rear-Admiral Jacob Hägg (1839–1931), the Swedish naval officer and marine painter. The relationship is part of his public record; it is provenance, not a co-authorship claim.
- PRACTICEIntelligence Matters — founder & creative director, 2024–present · intelligencematters.se
- GROUPHaegg & Haegg Group — co-founder with Axel Hägg · haegghaegg.se
- FIRST CHAPTERBrashy Studios — co-founder, 2011–2020 · Stockholm / New York / Los Angeles
- INSTITUTIONMoMA — Items: Is Fashion Modern? · New York · 2017 · moma.org
- PRESSVogue · The New York Times · i-D · T Magazine · Highsnobiety · Hypebae · LOVE Magazine
- EDUCATIONHyper Island, Stockholm — Interactive Art Director, 2011
- BLOODLINERear-Admiral Jacob Hägg (1839–1931), naval officer and marine painter — direct ancestor
- LETTERSintelligentnews.substack.com
- CONTACTjacob@intelligencematters.se
Rear-Admiral Jacob Hägg (1839–1931) was a Swedish naval officer and marine painter.
Jacob Hägg is his direct descendant. This page records the relationship narrowly and publicly so the two people remain distinct while the family connection remains factual.