Where it all began

We started as an environmental retail chain back in 2006, and it didn’t take us long to notice that there weren’t any sustainable brands out there with flavor. Ethical clothing was lacking in fun and modern designs. It was hard to create a contemporary wardrobe that didn’t hurt the planet.

But we knew that fashion could be done differently. Eco-friendly clothing didn’t have to be plain, and streetwear didn’t have to be bad for the planet. So with a clear vision, a lot of hard work, and plenty of coffee we worked hard to bring Dedicated to life.

Planet-friendly wardrobe

Our sustainable clothing brand is built on transparency, honesty, and sticking true to our values. All of our modern clothing, has been designed with the planet in mind.

We use organic, chemical-free cotton certified by GOTS. Organic cotton clothing uses much less water than regular cotton and emits almost 50% less carbon dioxide, making it a no-brainer for us to use. All the polyester we use is 100% recycled so that you don’t have to worry about adding to the planet’s plastic problem. We also love using TENCEL™ Lyocell, a super sustainable fabric made from wood pulp that’s durable, breathable, and incredibly soft.

Our ethical fashion collection provides you with all the key pieces you need for a planet-friendly wardrobe. We’ve got your basics covered with organic cotton T-shirts, socks, and plenty of cozy sweaters. But we also have clothes to match your lifestyle and fashion preferences. Our puffer jackets are perfect for the dark, cold months in the city (we are a Swedish brand, after all!), and our flowy dresses and patterned resort shirts are simply must-haves on a warm summer day.

Our mission to make clothing kind

It’s no secret that fashion is a shady business. Filled with harmful chemicals, and in-human working environments. An industry that for the past 30 years has been a race to the bottom – and the textile industry now accounts for 10% of global carbon emissions. We wanted to show that it didn’t have to be like this. Clothing can be kind, and we’re here to prove it.

Armed with an eco-conscious team, a love of contemporary clothing, and plenty of pop music to keep us going, we’ve created a brand that is thoughtful from start to finish. We only work with suppliers that share the same values, and that are certified by reliable and legit social standards. Long-term partnerships that allow us to grow together and build trust. By doing this, we can sleep easy knowing that everyone involved in our brand is treated with respect.

We’ll even pack your pieces nice and tight so that we’re not shipping air and wasting room in transit.

Every brand has a choice, and our choice is to be kind.

Together for a better tomorrow

We wouldn’t be here today without our awesome team, so here’s a shout-out to every member of the Dedicated family! We love the people we work with because they believe in the same things that we do. Each person who works at - or with - Dedicated believes in a sustainable future and knows that the small changes we make every day can save our planet.

From our designers to our sales assistants, everyone here is passionate about living an eco-conscious life. Any chance we get, we’ll be out there trying to make a difference! We’re an ethical clothing brand built by ethical people.


Working with reliable and credible certificates is an important part of our company. Showing that we're serious about our sustainable mission and that we have responsibilities we need to uphold. Every step of the production line must be fair. We don’t just talk; we walk the walk.

Read more: Dedicated Manifest