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Built For The Long Game

We’re proud to welcome former football pro Johan Elmander as our new City Explorer. In our "Built for the Long Game" campaign, he showcases timeless, functional pieces designed for city life — made to last in style and quality.

We love our community of City Explorers — and we're excited to welcome Johan Elmander to it.

To be a City Explorer is to embrace urban life in all its forms: from fashion, art, and architecture to culture and food.

Our mission is to design clothes made for the city — pieces that keep you dry at the bus stop, look sharp at work, and move effortlessly from day to night.

Who's Johan Elmander?

Johan Elmander is a true legend of Swedish football — known for his relentless drive, sharp instincts, and iconic career across Europe. Born and raised in Alingsås, just outside Gothenburg, he kicked off his football journey at local club Holmalunds IF. From an early age, his energy and creativity on the field stood out, quickly taking him to top Swedish teams and eventually out into Europe.

Over the years, Johan made his mark in leagues across the continent — from Toulouse and Bolton to Galatasaray and Brøndby — earning a reputation as a fearless forward who always gave everything for the team. Off the pitch, he’s just as passionate about city life, culture, and style — which makes him a natural fit for our community of City Explorers.

Built For The Long Game

We believe the fashion industry's most meaningful contribution to a sustainable future is creating garments that don’t need to be replaced every season. Instead, we focus on timeless design and lasting quality – clothes that stay relevant, year after year.

We’re committed to creating long-lasting clothes with minimal environmental impact — from using recycled materials and PFAS-free water repellents to eliminating PVC and harmful chemicals. We also work with low-impact dyeing methods and only use mulesing-free or recycled wool.

Want to know more about our sustainability efforts? Read our blog post here.

LOOKBOOK

Johan's picks

Together with Johan, we curated a selection of pieces he personally wears and loves. There's also a lookbook filled with styles built for the long game — timeless outfits you’ll return to year after year, without ever getting tired of them.