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Designing for style and sustainability is a challenge, but for ‘Great’ label Dedicated, being grounded in nature is the key to doing both successfully. Here, founder Johan Graffner shares how that translates in creativity and ethics, and we round up our favourite pieces from the new collection.
Dedicated was created as the change its founder wanted to see
“I was saddened to see the massive environmental destruction caused by the textile industry, as well as seeing poor workers being exploited,” explains Johan Graffner of what lit the motivational fire for creating his brand Dedicated.
“At this time, the responsible brands weren’t very fashionable, and the fashionable brands were not being responsible. So when I started this company in 2006, the vision was to become ‘best in class’ in terms of certifications right from the start,” he continues.
Dedicated began as an organic and Fairtrade certified T-shirt maker, but fast forward to 2025 and it is loved in fashion and sustainability circles for its variety of stylish ready-to-wear designs that have enduring cultural relevance. Think: artist collaborations with the likes of David Shrigley and clothes that feel timeless while still tapping into the zeitgeist. What’s more, Good On You’s analysts have awarded the brand our highest rating of “Great”, reflecting its decades-long commitment to working more sustainably.
We are dedicated to changing the industry norm. We want to show the customers that responsible fashion is aspirational, and the industry that it’s profitable.
Johan Graffner – founder and CEO, Dedicated
How does Dedicated achieve all this? “We always draw our inspiration from nature. Primarily Scandinavian nature, since we’re based in Sweden. Birds, trees, and flowers are very popular motifs that are both beautiful and relatable,” Graffner explains.
This respect for nature plays out in environmental commitments, too, including using a high proportion of lower impact materials that help to reduce its carbon impact and chemical and water usage in the supply chain. Dedicated also complies with important industry standards and certifications, and opts for recycled instead of virgin wool. The brand also has a code of conduct that covers all of the ILO Four Fundamental Freedoms principles, traces its supply chain, and rejects shopping holidays like Black Friday to instead partner with One Tree Planted for “Plant Friday”. So far, it has donated over 33,000 fruit trees to local farmers in India. Dedicated’s rating page in our directory details more about its scores.
Our favourite designs from Dedicated
“In recent years, we have prioritised more timeless designs in the main collection in order to increase the usage of the garments,” says Graffner. Here, we’ve chosen our favourite clothes in Dedicated’s range that show how expertly it balances enduring style with contemporary details—plus, Graffner shares the inspiration behind some of them.
The Summery Lemon Tiles Print
Left: Glabo Lemon Tile Robe; Gullholma Lemon Tile Bikini Top; Slite Lemon Tile Bikini Pants; right: Marstrand Lemon Tile Shirt; see more women’s and menswear.
Johan Graffner: “We Scandinavians love to take our holidays in the Mediterranean countries. Personally, I love to sail and this has allowed me to experience places like Italy’s Amalfi coast. This lemon tile print is very much inspired by the region and stirs memories of the beautiful scenery and amazing food.”
The Lightweight Knitted Cardigan
Rosendal Knitted Cardigan; see all knitwear.
This cardigan is made for summery nights and spring days thanks to its open-knit pointelle pattern and breathable GOTS organic cotton. What’s more, it has a sweet ribbed collar that makes it smarter than your average cardigan and is topped with corozo nut-derived buttons, which beat plastic ones any day.
The Linen Collection
Left: Torup Embroidered Linen Shirt; right: Hornstull Linen Blazer; see more women’s linen and men’s linen.
Johan Graffner: “Our linen collection stands out with its colours and embroideries. The summers are only getting hotter, especially around the Mediterranean. When it’s 25℃ or more, linen is the obvious choice to wear, as it feels so nice and cooling.”
The Timeless Denim Pieces
Left: Vickleby Denim Jeans; right: Lunnevik Denim Shirt; see more women’s and menswear.
Denim is a wardrobe staple, and Dedicated’s collection features jeans, jackets and shirts that are all GOTS certified. Made from 80% organic and 20% recycled cotton, these are the classic pieces you’ll keep in your rotation for years to come.
The Graphic T-Shirt
Stockholm Printed T-Shirt; see more T-shirts.
Johan Graffner: “Our graphical collaborators offer so much uniqueness to the brand. We focus on designers who have found a personal expression and have artworks that are relatable on a personal level. You don’t necessarily need to relate to a print in order to hang it on your kitchen wall, but you definitely need to be able to relate to it if you choose to wear it.”
The Printed Swim Shorts
Sandhamn Mosaic-Print Swim Shorts; see more men’s swimwear.
Dedicated is loved for its swimwear and the variety of shapes and options to suit all tastes. These medium-length printed swim shorts feel stylish without being trend-driven thanks to the classic mosaic inspiration.
The Artist Collaboration
+ Carl Johan de Geer; Marstrand Shirt; see all collaborations.
One of Dedicated’s most recent artist partnerships is with multi-hyphenate Carl Johan de Geer, who is an artist, writer, filmmaker, musician, designer, cultural journalist, photographer, actor, and scenographer. Geer is a significant figure in Swedish culture and has chosen a bird print to adorn his collaboration with Dedicated, as you’ll see on this cooling LENZING ECOVERO viscose shirt.
