The Brand

HOPE creates contemporary, high-quality fashion, aimed to inspire and emphasize individual style. We believe in progressive – yet timeless – design, strong tailoring and attention to detail. We’re passionate about DIVERSITY, CREATIVITY and SELF EXPRESSION. There’s truly no reason why anyone today should feel limited by old fashion conventions.

For us, style comes before gender, and we encourage our customers to explore our full assortment, rather than just one department. Starting spring 2017, all our garments are labelled with both men’s and women’s sizes.


HOPE’s design aesthetic is honest and direct, with an uncompromising attitude to craftsmanship. We strongly believe that good design adds value to life. Each of our collections deliver on the need for desirable, functional garments, seasonal must-haves and not-your-ordinary basics. We always strive to create tomorrow’s classics – modern favourites to love for years to come.


HOPE is a Swedish fashion brand with a passion for high-quality garments that inspire and emphasize individual style. In 2001, HOPE founders Ann Ringstrand and Stefan Söderberg launched their first women’s collection. Featuring clean, cool looks with clear nods to classic menswear and utility pieces, the brand stood out from the romantic styles that characterized women’s fashion at the time. Since then, HOPE has been an original and unique option to the traditional fashion scene.

When the first collection for men was launched in 2005, it immediately became a go-to favourite of the Swedish fashion establishment. Over the years, HOPE has received numerous awards and nominations and is today one of the leading fashion brands in Sweden. In 2016, Frida Bard took over as new Head of Design. Sharing the founders’ passion for tailoring and utility, Frida will continue to create iconic garments that make HOPE an inspiring, contemporary voice and a creative force within fashion.