The brand

The story starts in one of the greatest places in the world. New York City. A city of inspiration, attitude and culture. I was lucky enough to really experience this amazing city when I did my degree at Parsons School of Design.

It was right here HOPE'LESS were born. The name was easy you see. I used to be quite hopeless growing up. I wouldn't necessarily call it that, but my high school teachers would probably disagree ;) I would rather state it as a lot of energy trapped in a very energetic kid.

You mix that with a good dose of childish creativity and you get what my old teachers called Hopeless. This time on the other hand the word represents something different. It's separated in the middle giving it a totally new meaning. The word now represents so much more, it represents a way of life, Hoping less and doing more.

We want to give you the tools to feel good, look good and do good. When you're out looking fresh in the city, scrambling mountains or crushing it in the gym, it doesn't matter we got you covered. We dream of being the provider for your perfect wardrobe, with stuff that not only looks amazing, but feels amazing and stands the test of time.

From the staples in your closet to your favorite gym attire. You need stuff that can keep up with you, and even more important you need to keep up with yourself.

We ask for one thing and one thing only, HOPE'LESS and Do More.

Best: Magnus.
(The kid that was just a bit hopeless growing up)