hope

Founded in Stockholm in 2001 by Ann Ringstrand and Stefan Söderberg, Hope emerged as a distinctive voice in Scandinavian fashion. Initially focusing on womenswear, the brand prioritized sharply tailored, utility-inspired looks over the romantic styles prevalent at the time. The brand built its identity on clean, androgynous silhouettes derived from classic menswear and functional workwear, with an emphasis on high-quality fabrics and considered details. A men's collection was added in 2005. Since 2017, under the creative direction of former Acne Studios designer Frida Bard, Hope has reinforced its progressive stance with the core philosophy of “style before gender.” This is most evident in its pioneering decision to label every garment with both men’s and women’s sizes, encouraging wearers to explore the entire collection based on personal taste rather than traditional departments. The collections are centered around durable wardrobe archetypes like tailored trousers, modernist shirting, and robust outerwear, often presented in a muted, earthy palette. Hope's focus remains on creating timeless, functional garments that serve as modern wardrobe cornerstones. This approach has solidified its reputation as a leading Swedish fashion brand.