The “Art x Fashion” Opportunity

Swedish brand Limitato combines two categories – art and fashion – to create something quite unique. Today, their “fine art apparel” is sold in more than 200 locations around the world and online. Co-founders Gustav Peterson and Emrik Olausson share how Limitato created a new and growing fashion category. They discuss the sort of consumers buying into this new concept. And, they address balancing the demands of sustainability with the demands of the consumer.