Fashion Statement

WHEN ÅSA SÅNEMYR started working at Stockholm fashion label HOPE, she "met a lot of people who told me, you saved my life with your pants", she laughs. They were mostly women, adds the CEO of the company which made its mark by creating comfortable and stylish menswear-inspired clothes for women.

HOPE is one of many Swedish fashion brands who have made social issues such as inclusivity and sustainability part of their DNA, rather than the conventional luxury houses which are more fixated with starting the next trend from logo mania to Dad sneakers. It's perhaps part and parcel of the Swedish lifestyle which revolves around conscious consumption, recycling and social awareness, so it's not surprising that this would extend to the clothes they wear as well.

Gender neutrality