Like so many childhood friends, Gustav Peterson and Emrik Olausson always knew that they wanted to start a business together. Exactly what however, they weren’t too sure. The duo considered designing suits, before trying their hand at creating belts and bangles from Swedish copper, which they sold to friends at events they were DJing at.
“But as time passed, it became glaringly obvious that we wouldn’t be able to maintain the production at a rate needed to make a profit to become a true fashion accessory brand,” says Peterson. “Therefore there was no business.”
The pair knew that to successfully get a business off the ground, they would have to dedicate all of their time and energy to it. “This is when the biggest decision was made,” says Peterson. We both realised that our studies at university were not giving us what we wanted. We had bigger dreams to follow and so we quit and headed back to our hometown of Gothenburg.”
Back home, Peterson andOlaussondiscovered an archive of iconic rock imagery featuring the likes of Mick Jagger and John Lennon taken by Swedish press. This triggered a wave of inspiration and it wasn’t long before they merged their passions for music, art and fashion to give life to Limitato - a menswear label specialising inwearable art - that you actually want to wear. Using printssourced from renowned artists and photographers as well as historical archives,the label creates luxuriouslimited edition garments - from brushed cotton t-shirts to velour sweaters, bomber jackets and hoodies, all with a minimalist aesthetic yet a distinctive rock ‘n’ roll edge.
