Dedicated was started by a bunch of friends back in 2012 in Stockholm, Sweden. Since no other Streetwear-brand seemed to care much about the environment or ethical production, they thought it was time to create something new. The idea was to combine their passion for graphic design, photography, music and popular culture and collaborate with other creatives around the world to build a sustainable lifestyle brand.
Right from the start they made sure to use certified organic cotton and aimed for long-term partnerships with factories and suppliers who had a genuine vision to change the fashion industry for the better.
The idea worked out pretty well. It seems like there are plenty of you out there that share their vision. Dedicated has progressed from a small range of T-shirts to full collections in just a couple of years, and they just got started!
Having seen the devastating effects of the conventional clothing industry it is clear they need a positive alternative. This industry is the second largest pollutant in the world, and working conditions are infamous, both in the cotton fields and at the factories.
Their vision is to be the positive alternative, to always use the most sustainable fabrics and to secure decent working conditions for both farmers and workers. They make sure these are not empty words by working with some of the toughest certifications in the industry.