It refers to fashion, behaviour and the like, not your natural physical attributes, that I may add are not quite accurate either. I am not 6' tall nor am I blon

It refers to fashion, behaviour and the like, not your natural physical attributes, that I may add are not quite accurate either. I am not 6' tall nor am I blond, despite being to my knowledge ethnically Swedish or Scandinavian since at least a century back. I moved away from Sweden a couple of years ago but the Sweden in which I grew up in there were a lot of immigrants for various reasons and by now a couple of generations of them. Some of these people have now become major popculture phenomenons precisely because they do not follow the stereotypical Law of Jante characteristics, most notably Zlatan Ibrahimovic who is no stranger to claiming to be the best or speaking his mind. Personally, I find the effect of the Law of Jante to in many cases hold back the progress of Sweden, in that the desire to improve is often low to non-existent, okay is preferable.