FORMING FOUNDATIONS
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AWARE — Goes beyond and above. We are a tribute to feminine style and innovative approaches.
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Drawing from our BESTSELLER family, we create signature fashion defined by a contemporary expression, a forward-thinking mindset and a strong aesthetic sense.
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You can always find a variety of style opportunities within each collection and category.
The art of accuracy runs deep in our core, adding a certain recognisability to our work – parallel with an ambition to remain relevant. We never settle, but constantly push boundaries. And despite our Scandinavian roots, we always seek inspiration beyond borders – a global perspective that brings depth and life to each collection.
We use our expertise to strategically navigate the market, offering a unique blend of design expertise and business understanding.
We are proud to invite you into our world.
PURPOSE & PRINCIPLES
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We want to inspire a lifestyle that appeals to a group of people who demand quality and effortless aesthetic in their everyday lives, when it comes to fashion.
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Our mission is to simplify and make the road towards effortless, yet crafted looks, shorter - while empowering and inspiring the modern woman to a more elevated wardrobe.
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Our way of designing is based on a style diversity principle: we look into essentials and combine them with contemporary and avant-garde looks. Thus, we make sure to cover everything from well-considered and unique staples to relaxed and relevant pieces that match every wardrobe.
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Instead of putting all our efforts into numerous styles and big collections, we are concentrating on using branded and certified materials in more styles and will gradually increase the amount for each product over time.
