From an idea to a brand
– an inspiring journey with Closely
CLOSELY is an innovative lingerie and sports brand that combines Lindex’s deep and long-established expertise in lingerie with Tove Langseth’s and Filip Nilsson’s strengths in creativity and entrepreneurship.
Closely focuses on function, on freedom or ”sense of freedom”, clothing for all types of bodies and works actively to reduce environment impact. The focus on function, freedom and design has led to an entirely new lace pattern with birds instead of the usual flowers. Closely reports carbon footprints for each individual garment and uses models who looks like you and me. Production is completely transparent on all levels and is primarily concentrated in Sri Lanka. The products have a high proportion of recycled materials and all fabrics are Blue Sign certified. The clothing is sold primarily through e-commerce. MAQS has had the privilege of working with Closely since its establishment in 2019.
Curious to learn more about Closely?
Developing an entirely new brand is not easy. It means creating a brand that appeals to you and your customer group and that is not too similar to already established brands. E-commerce provides the opportunity to reach out to all corners of the world with the brand, and for every market, you need to protect the brand that you have developed with great effort. The rules for e-commerce also vary, both for privacy and consumer protection as well as for marketing. MAQS industry group within Retail works frequently with these and other industry issues and is proud to be a small cog in the continuous journey of change towards a more sustainable industry.
Want to know more about MAQS Retail?