In an one-liner, HOPE describes themselves as a Swedish fashion brand that comes with a functional design. The Scandinavian country has long been synonymous with their minimalistic Nordic designs, it definitely doesn’t come as a surprise when they’ve moved their obsession on to fashion, especially since some great fashion houses of today were born from Sweden, such as COS and Acne Studios.
Created in 2001 by designers Ann Ringstrand and Stefan Soderberg, HOPE began as a creative discussion between the both who were interested in well-made utility wear. They started by presenting a small test collection in autumn of 2001, and launched their first women’s collection in 2002, and a men’s collection followed after in 2005. Now, HOPE is sold by over 260 exclusive retailers on 23 markets and have 7 HOPE stores.
L-R: Everyday Tee, Fort Trousers both from HOPE Essentials
HOPE started out with Outerwear, Trousers and Accessories, as they felt that these would be areas they could specialize in without compromising on quality.
L-R: Whole Cardigen, Actually Trouser
Since its inception, the Brand has grown with more customers joining the HOPE Community. There are now more items available, such as full range collections for women and men as well as design co-ops with the field of Interior and Jewellery.
L-R: Classic Scarf; Iron on Flower Patch
&Whyte’s verdict: Since their Spring 2018 show, they have taken on the bold step to announce their collection as non-gender, meaning all outfits seen on models were available in both men and women size. In their runway show, you could also see the careful selection of models of varying ethnicities, a great move that promoted and stood for inclusivity. While other fashion houses debuted their collection exclusively on the runway, HOPE defied all norms and gathered their own staff to don on the collection and paraded down the streets, purchasing hotdogs and riding the subways. They’ve truly established themselves as fashion rebels and a powerhouse to be reckoned with. With daring statements such as “reliable, must-have pieces for you to wear and love for years to come” found on their Facebook page, you can bet your bottom dollar that we’ll be keeping our eyes peeled for more works by HOPE.
Image credit: HOPE Spring 2018