Founder's Name and Background
Dedicated was founded by Johan Graffner in 2006 with a clear vision: to combine high-fashion design with strict environmental and social responsibility. Motivated by the fashion industry's damaging impact, Graffner set out to prove that creative, well-designed clothing and conscious production could go hand in hand.
Year of Foundation
2006
Best Known For
Sustainable, eco-friendly apparel using organic cotton, recycled materials and TENCEL Lyocell, celebrated for its GOTS and Fairtrade-certified, nature-inspired and colorful printed garments.
Tiny Biography
Dedicated was started in 2006 after recognising a clear gap in the market - responsible brands weren't fashionable, and fashionable brands weren't responsible. Founded in Sweden, the brand set out to prove that clothing could be made differently: creative in design, conscious in production. Today, Dedicated works exclusively with organic, natural or recycled fibers, partners only with certified suppliers, and designs two collections per year to respect both the environment and reasonable production timelines. From the clothes themselves to the recycled packaging they arrive in, every detail reflects a commitment to raising the bar in an industry long overdue for change.
