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Designed to last.


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    This means working to change the industry perspective from fast to slow by providing pieces that can be worn and loved for longer. 

    We believe that sustainable clothing should never compromise. Since 1993, we’ve thoughtfully created garments with great style, high quality, and impeccable fit. We do this through responsible sourcing and ethical production so they can be consciously kept and given a second life after ownership.

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      We use the framework of circular fashion in everything we do: reducing consumption and our environmental impact, repairing our long-lasting pieces to extend their life, reusing materials from production and designing for reuse, and recycling materials and garments into new textiles to be used again. Committed to constant improvement, we have set these goals and guidelines for 2030: 

      – Only using sustainable and recyclable materials for all products (as of 2020, 75% of our main collection is made with sustainable materials)

      – Full traceability and transparency throughout the supply chain

      – Resource efficiency: only producing what is needed and purchasing exact material quantities

      – Good and fair working conditions for every individual working with our products

      – Achieving organic growth through profit and long-term partnerships

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        Transparently sharing every step of our journey towards sustainability is essential to progress. We are constantly working to improve each stage of the garment’s lifecycle and find innovative ways to move towards a fully circular economy – whether it’s setting up a new local supply chain, creating a garment that is recycled and recyclable, or investigating the cost per wear of our products. Learn about some of our recent efforts: 

        The Swedish Wool Sweater

        The Wearability Survey

        The Classic Silk Shirt

        Front Runners

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          OUR STORY

          Filippa Knutsson founded the brand in 1993 as a solution to the stress of dressing by designing garments that are stylish and comfortable in equal measure. This remains our goal today: inspired by our Scandinavian heritage and the real needs of everyday living, we create modern minimalist pieces that are timeless in style and quality to last beyond the seasons.

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            “We’re passionate about driving a movement of mindful consumption – this has been and always will be our motivation. By offering the choice of high quality, timeless clothing that actually lasts, we can start to shift the industry and cultural mindset from temporary to permanent for a better future.” 

            – Kristofer Tonström, CEO


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            WOMAN    MAN    SOFT SPORT


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            Customer Care

            Available 9-17 CET, Monday-Friday. Our representatives are English and Swedish speaking.

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            Customer Care

            Available 9-17 CET, Monday-Friday. Our representatives are English and Swedish speaking.


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