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Issue 5 out now – Get your copy!


A state of the art success


When childhood friends Gustav Peterson and Emrik Olausson came across an archive from a Swedish press photographer, who had a bank of iconic rock star images from the likes of Mick Jagger through to Jimi Hendrix, the story of fashion brand LIMITATO began. — We create ”Wearable Art” and our collaborators and partners include some of the world’s leading photographers and artists, they say, before giving a teaser on what to expect when they exhibit at Pitti Uomo this week.

Whilst studying, Gothenburg-based childhood friends Peterson and Olausson were constantly looking for new business ideas, one that would create some noise and make a statement.

— The aim has always been to be as impactful and as far-reaching as possible. It’s what excites us, the duo says.

The first idea was put to life straight after school, making original Swedish copper belts and numbered bangles. But the entire concept changed to ”Wearable art” after coming across the press photographer’s archive. Today, they present sweatshirts, hoodies, shirts, pants, and accessories featuring works by Terry O’Neill, Norman Parkinson, Camilo Rios, Craig Alan, and Laurence Gartel. However, this is not about simply putting images on T-shirts.

— Our garments are luxury in quality, the imagery mounted on brushed cotton and soon to be released exciting fabrics and delivered in a special box complete with a certificate of the artwork and limited edition reference.

LIMITATO works with iconic Harrods in London, Oger in Amsterdam, Farfetch, Luisaviaroma, and NK in Sweden among many others.

How come that a few of the world’s leading retailers have decided to work with you, a young and up and coming brand?

— This might sound contrived but it’s absolutely about having the correct product for the retailers you want to work with and the correct product will never be the same without the synergy of the partners or showrooms selling it, says Peterson and Olausson.

SS19 combines imagery of O’Neill and Parkinson and the high impact art pieces from the likes of Sara Pope, Pure Evil, Micky Hoogendijk, and RIOCAM.

— Our T-shirt range is complemented by sweatshirts, velvet hoodies and the introduction of the bomber, which has been a real stand-out garment featuring velvet and silk fabric contrast and in a range of cool colour-ways

And what could you say about FW19 and SS20 (which is premiered in Florence this week)?

— Well, not to want to over-use the word exciting, but it truly is, and we have a real buzz about the next wave of product for the coming seasons. You can expect a new powerful shirting range that carries flexibility throughout the year, an evolution of the bomber and military-inspired shirting and jackets as well as the broadening of a very cool accessory range.

Any other special projects coming up?

— Oh loads, ha ha. We always have things up our sleeve to keep the energy going. We have very important partnerships in the pipeline with both artists and establishments on a global scale and looking to spread the LIMITATO word by networking in key territories across Europe at as well as after Pitti Uomo. One of the most important projects we got going on is a collaboration with the Jimi Hendrix estate, together with a completely new photographer for us named Gered Mankowitz. He’s told to be the godfather of rock’n’roll photography…