HOPE is a Swedish fashion label that began as a creative discussion between two friends who both are passionate and extremely interested in well-made utility wear. A raw, updated and masculine style for women is apparent in Hope clothing, using unexpected fabrics and specializing in outerwear, trousers and accessories. Their focus is to create wearable, everyday pieces which age with beauty. This clothing is perfect to give your wardrobe a good quality basis that lasts your lifetime.
For Spring/Summer all HOPE clothing is marked with men’s and women’s sizes. This expansive thinking was applied to other areas, as well. The new head of designer Frida Bard described the Spring/Summer collection as "season-neutral". Not only is she using her whole wardrobe all year round, but Spring clothes, she explained, land in stores in January, when it’s still winter in some parts of the world.
The collection still has references to the utilitarian heritage of the brand. It is inspired by active fishing- and hikingwear.