Before I created Demadly, I was traveling around the world in ill-fitting swimwear that made me feel uncomfortable and not really like my best self in situations where you are barely dressed around strangers. I was a frustrated, confused brand-hopper searching for a solution. Nothing ever really felt right and if it did, it wasn’t for long. As a management consultant, I started researching textile fibers on the side, teaching myself about materials, what actually makes swimwear lasts. I identified a patented textile fiber that lasts up to ten times as long as traditional fabrics.
After two years of development, I came up with a new way of constructing swimwear that would make them work with –not against –the female body. When started working with our factory outside Milan in Italy, with decades of experience making swimwear for the Italian Fashion Houses, the head seamstress exclaimed “Mama mia, it’s so difficult to make Demadly –you don’t do like everyone else”.
The result is a new category of timeless and sophisticated swimwear, made to last in an ethical, sustainable and revolutionary way. Created of non-toxic materials that are safe both for the environment and to wear next to your skin.
Founder and Creative Director
Our philosophy is that swimwear, as all fashion, should have a meaning. It should contribute to a better world, for all of us.
Demadly is made for the conscious woman who favors quality over quantity, who invests in what she wears. Derived from my homeland, Lappland in the Arctic Sweden with it’s powerful nature, folkloric tales and contrasts of Northern Lights and Midnight Sun.
Demadly is carefully sculptured to enhance the female body with the highest level of fit, with the back as meticulously designed as the front. By creating curated individual statement pieces that works independently and together, rather than collections, Demadly seeks to provide each woman with the possibility to mix and match her own unique style. We are constantly pushing Demadly forward, listening to our Demadly women and ensuring that every new piece is even better than the last.
ETHICAL & SUSTAINABLE PRODUCTION
Our dedication to ethical production stands at the forefront of what we do and how we do it. We work without middlemen, sourcing our materials directly from our suppliers of fabrics, paddings, trims and our factory that produces our swimwear.
The fabrics we use are woven in Italy by one of the world’s finest manufacturers of high-performance luxury textiles. They have outstanding quality and longevity, lasting ten times longer than conventional swimwear fabrics. Our materials are OEKO-TEX® certified which means they are free of harmful chemicals (such as pesticides, heavy metals, formaldehyde, aromatic amines, alleging colourants).
We produce in a second-generation family-owned factory with a strong sense of passion and pride in their craftsmanship, with a long legacy of working together with leading Italian luxury fashion houses. Having all parts of the supply chain located in the same region helps us minimize our carbon footprint and reach the most sustainable business model possible.