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 what they’ve learned along the way.


  • How Limitato combines apparel and fine art to create a new and growing fashion category.

  • From Millennials to Gustav’s dad… the sort of consumers buying into this new concept.

  • What “consumer maturity” means to buying behavior over the seasons.

  • The Challenge: Balancing the demands of sustainability with the demands of the consumer.

To listen to the interview, click here.

About the Author

Andrea Roe is Project Director for Seven Stockings, a graphic design firm for the fashion industry.