Dedicated

What Dedicated does

Dedicated Sweden AB is a Stockholm-headquartered sustainable fashion brand founded in 2006 that designs, produces and sells apparel and accessories under the DEDICATED trade name. The company's product range spans T-shirts, shirts, knitwear, dresses, swimwear, pants, jackets, underwear, socks, caps and bags for men and women, with a dedicated Graphic Studio sub-line of graphic-print tees and sweatshirts. Distribution is almost exclusively direct-to-consumer through dedicatedbrand.com (with localized storefronts for the UK, Sweden, Germany, Denmark and Norway) and a small number of company-operated physical retail stores in Sweden; worldwide shipping is handled via FedEx, UPS, DHL and Budbee.

All products are built exclusively from organic, natural or recycled fibers: GOTS-certified organic cotton, Fairtrade-certified cotton, ROC™ (Regenerative Organic Certified) cotton, GRS-certified recycled polyester from post-consumer PET bottles, LENZING™ ECOVERO™ viscose, hemp, linen, recycled nylon and recycled wool. The brand operates a disciplined two-collections-per-year cadence and maintains a year-round sale section with 30–70% discounts on prior collections. Pricing is mid-range sustainable apparel — T-shirts approximately £27–£40, shirts £60–£120, knitwear £80–£120, swimwear £30–£90 — with checkout options spanning Klarna (Nordics/Netherlands), PayPal, Apple Pay, Swish, and major card networks.

The business model is a single-segment DTC apparel retailer with a vertically-mismatched go-to-market: a sustainability-led value proposition and certified supply chain (the brand holds GOTS, Fairtrade, ROC and GRS credentials) marketed through organic social, email and recurring artist/IP collaborations (Peanuts, Seinfeld, Twin Peaks, Sea Shepherd, Non-Violence Project, plus a stable of illustrators and photographers). Founder and CEO Johan Graffner leads a 11–50-employee organization, warehouse/fulfillment is outsourced to Merchworld AB in Vänersborg, and Dedicated has temporarily suspended sales to the United States citing tariff-related cost increases.

Name

Dedicated

Legal name

Dedicated Sweden AB

Website

https://dedicatedbrand.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Dedicated is a Stockholm-based sustainable fashion brand founded in 2006 that designs and sells GOTS-, Fairtrade- and ROC-certified apparel and accessories directly to consumers across Europe via localized e-commerce sites and select Swedish retail stores.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', And Juniors Outerwear (2330), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Sustainable & Certified Materials (Organic, Recycled, Traceable) (CRAAAMAK)

akta.pro secondary industries

Regenerated & Recycled Fiber Production (rPET/rNylon/Regenerated Cellulose) (IMAOAMAD), Biobased, Compostable & Low-Impact Material Innovation (Bio-polymers/Dope Dyeing) (IMAOAMAM)

Keywords

• Sustainable fashion
• Organic cotton clothing
• Recycled apparel
• Fairtrade textiles
• Graphic streetwear

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Direct E-commerce Sales: The company generates revenue through direct-to-consumer online sales via dedicatedbrand.com, selling apparel and accessories made from sustainable materials. Products include T-shirts, shirts, knitwear, swimwear, dresses, pants, accessories, and more. Two collections per year with year-round sale sections.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Dedicated designs, produces, and sells sustainable clothing and accessories for men and women, using exclusively organic, natural, or recycled fibers including GOTS-certified organic cotton, Fairtrade-certified cotton, ROC regenerative cotton, GRS-certified recycled polyester from PET bottles, LENZING™ ECOVERO™ viscose, hemp, linen, and recycled wool/nylon. The brand releases two seasonal collections per year and sells through its own direct-to-consumer e-commerce platform (dedicatedbrand.com) and physical retail stores in Sweden.

Product overview

Dedicated is a sustainable fashion brand offering clothing and accessories for men and women, founded in 2006. The product portfolio includes women's and men's clothing (T-shirts, shirts, dresses, swimwear, knitwear, sweatshirts, jackets, underwear, socks, accessories), organized into core categories: Women's Clothing, Men's Clothing, and Accessories. The brand features seasonal collections with unique prints designed in-house or through creative collaborations with worldwide illustrators, photographers, and designers. The Graphic Studio sub-collection represents the brand's most iconic prints and artistic collaborations. All products are made with organic, natural, or recycled fibers, emphasizing sustainable materials including organic cotton, TENCEL™ Lyocell, LENZING™ ECOVERO™ viscose, hemp, linen, recycled polyester from PET bottles, and recycled wool or polyamide. The brand operates year-round sales and collaborates with artists including Brian Rea, David Shrigley, Seinfeld, PEANUTS, Twin Peaks, and Sea Shepherd.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Clothing Wide range of women's apparel including T-shirts, dresses, tops, skirts, pants, shorts, swimwear, knitwear, jackets, underwear, basics, socks, jumpsuits, and shirts/blouses, all made with natural, organic, or recycled fibers. Targeted at women seeking everyday, swimwear, and seasonal clothing.
• Men's Clothing Wide range of men's apparel including T-shirts, shirts, swim shorts, basics, shorts, pants, knitwear, sweatshirts, hoodies, jackets, underwear, and socks, featuring unique prints designed in-house or through artist collaborations. Targeted at men seeking sustainable everyday wear.
• Accessories Accessories including caps, bags, scrunchies, beanies, scarves, gloves, and bucket hats, all made with natural, organic, or recycled fibers. Targeted at consumers seeking sustainably produced accessories.
• Creative Collaborations Limited-edition apparel and accessories created in collaboration with illustrators, photographers, and designers worldwide (including Brian Rea, David Shrigley, Chi Modu, Ricky Powell, and Enikő Katalin Eged) and licensed brand partnerships (Seinfeld, PEANUTS, Twin Peaks, Sea Shepherd, Non-Violence Project). Targeted at consumers seeking unique, artist-driven designs.
• Sale Year-round sale section featuring discounted clothing and accessories from previous collections for both men and women, with discounts ranging from 30% to 70% off. Targeted at value-conscious consumers seeking sustainable apparel at reduced prices.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered minor.

• Brian Rea (Illustrator)minorStrategic or Co-development PartnerCreative collaboration with illustrator Brian Rea for unique print designs in Dedicated's collections.
• David Shrigley (Illustrator/Artist)minorStrategic or Co-development PartnerOngoing collaboration with British illustrator David Shrigley, known for his darkly humorous artwork. Quote: 'Art will save the world!'
• Chi Modu (Photographer)minorStrategic or Co-development PartnerCreative collaboration with photographer Chi Modu for unique visual content in Dedicated's collections.
• Ricky Powell (Photographer)minorStrategic or Co-development PartnerCreative collaboration with photographer Ricky Powell for unique visual content in Dedicated's collections.
• Enikö Katalin Eged (Designer)minorStrategic or Co-development PartnerCollaboration with designer Enikö Katalin Eged for unique clothing designs.
• PeanutsminorStrategic or Co-development PartnerLicensed collaboration featuring Peanuts characters (Snoopy, Woodstock) in Dedicated's Graphic Studio collection.
• SeinfeldminorStrategic or Co-development PartnerLicensed collaboration featuring Seinfeld TV show imagery in Dedicated's collection.
• Twin PeaksminorStrategic or Co-development PartnerLicensed collaboration featuring Twin Peaks TV show imagery in Dedicated's collection.
• Sea ShepherdminorStrategic or Co-development PartnerCollaboration with marine conservation organization Sea Shepherd, featuring ocean-themed designs and support for their mission.
• Non-Violence ProjectminorStrategic or Co-development PartnerCollaboration with Non-Violence Project Foundation featuring their iconic knotted gun symbol to promote non-violence.
• Elizabeth Power (Illustrator)minorStrategic or Co-development PartnerCreative collaboration with illustrator Elizabeth Power featuring her artwork in Dedicated's collection.
• Other CollaboratorsminorStrategic or Co-development PartnerAdditional collaborations including Jake Foreman, Carl Johan De Geer, Leo Lyxxx, Luke John Arnold, Katie Benn, Hannah Eddy, Marcello Velho, Stina Persson, Gremlins, Hans Arnold, Anders Andersson, Liv Lee, John Van Hamersveld, CDR, and Bahkadisch.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ecoalf: Spanish sustainable fashion brand built around recycled materials including recycled PET polyester and recycled cotton. Comparable in materials-first positioning, mid-price European DTC model, and swimwear/apparel overlap.
• Asket: Sweden-based DTC essentials brand offering permanent collections of traceable, ethically made apparel. Comparable in geography (Nordic), direct-to-consumer model, transparency-driven marketing, and use of certified natural fibers.
• People Tree: Pioneer UK-based ethical fashion brand using Fairtrade and organic cotton across womenswear and accessories. Comparable in certification-led brand story (Fairtrade, GOTS), DTC channel, and sustainable wardrobe positioning.
• Armedangels: Cologne-based sustainable fashion brand for men and women using organic cotton, recycled fibers, and GOTS-certified materials. Closely comparable in category mix (tees, shirts, knitwear, denim), European DTC positioning, and certification-led value proposition.
• Kotn: Egypt-founded DTC basics brand built on traceable Egyptian organic cotton with GOTS certification. Comparable in GOTS-organic-cotton essentials, DTC-led growth model, and storytelling around fiber provenance.
• Knowledge Cotton Apparel: Danish sustainable apparel brand using GOTS-certified organic cotton and recycled materials across men's and women's collections. Comparable in European positioning, organic-cotton-led assortment, and mid-price DTC pricing.
• Thought Clothing: UK-based sustainable fashion brand using organic cotton, hemp, bamboo and recycled fabrics across men's and women's apparel. Comparable in natural-fiber-led assortment, European DTC model, and mid-market price tier.

Broad incumbents

• Patagonia: US-based outdoor and lifestyle apparel incumbent with deep sustainability credentials (Fairtrade, recycled materials, Worn Wear). Comparable as a broader sustainable apparel brand with DTC and wholesale reach; out-scales Dedicated but overlaps in mission, materials strategy, and customer values.
• Stella McCartney: Global luxury fashion house with long-standing sustainability positioning including organic cotton, recycled polyester, and cruelty-free materials. Comparable in sustainability narrative and luxury-adjacent pricing tier; out-scales Dedicated and operates across far more categories.

Emerging players

• Mud Jeans: Dutch circular denim brand using post-consumer recycled cotton and circular leasing model. Comparable as a European recycled-materials apparel peer; narrower category (denim-only) but overlapping in materials innovation and circularity messaging.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/dedicatedbrand
• LinkedInlinkedin.com/company/dedicated-brand
• Instagraminstagram.com/dedicatedbrand
• TikToktiktok.com/@dedicatedbrand
• Xx.com/dedicatedbrand

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dedicated