BEHIND THE BRAND

 

It’s been less than a hundred years since workwear like jeans, has moved from workplaces to every corner of our daily routine. Nowadays jeans are worn by celebrities and presidents.

A similar shift from fitness studios to everyday life in the recent decade has experienced leggings and sportswear in general.

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We expect that in the following years' sleepwear will have a similar journey as jeans and leggings. We will take HYGGE out on the street in a kind of environment that previously was not associated with high comfort.