Demadly - Stockholm, Sweden
DEMADLY create swimwear to outlast the season, with timeless designs made from the highest quality materials. Designed in Sweden, sustainably handcrafted and ethically produced with care by textile artisans in a second generation factory in Italy.
DEMADLY combines high fashion, genuine craftsmanship and luxurious materials with a Scandinavian sense of elegance. Handmade in the highest quality material, DEMADLY made the conscious decision to only source ethically produced materials as locally as possible. Their dedication to fair quality production stands at the forefront of every step of the supply chain.
DEMADLY was founded in 2016 by Madeleine Forssell. A native Swede, born in the far north of Sweden with plenty of winter, her hunt for endless summers begun at an early age. A keen curiosity to see the distant corners of the world brought her eventually to South America and Buenos Aires. There she discovered her passion for swimwear. Inspired by her Nordic heritage with its old Norse traditions and closeness to the wild nature, DEMADLY’s signatures include braids and tassels.
DEMADLY designs are made for woman who consciously favour quality over quantity. Each piece is designed to be sold separately.
DEMADLY believe in slow fashion. Instead of starting from scratch every season they build upon their experience, listening to their customers and incrementally improving each piece over time. Constantly pushing the brand forward, ensuring every new piece is even better than the last.
INNOVATIVE & EXCLUSIVE FABRICS
DEMADLY journey began with the search for high quality fabrics. Tired of materials that quickly lost their shape and fit, they were dedicated to find long-lasting cutting-edge fabrics; luxuriously soft yet long-lasting, shaping, quick drying, pilling resistant, providing high UV protection and with the highest possible resistance to chlorine and salt-water. After a year of thorough research they discovered the fabrics in polyamide and LYCRA® XTRA LIFE™ now used.
Made in Northern Italy, these fabrics are integral to the company’s ethos and mission of promoting durable high fashion swimwear made in an eco-compatible way, supporting and sculpting the female figure. The fabrics are OEKO-TEX® certified as free of harmful substances.
DEMADLY dedication to sustainable quality production stands at the forefront of what they do and how they do it. They visited numerous factories before finding what they were looking for. In the Northern Italian region of Lombardy, they have built a solid base of family-run contractors and local craftsmen with whom they work.
DEMADLY design products in Sweden and manufacture them in a family-owned factory in Italy. Gianna and her husband founded the family-owned factory in the 60s. Everyday Gianna continues to work alongside her thirty local seamstresses with a lot of passion, heart and skills, this is a factory with a legacy of craftsmanship that DEMADLY are proud to be partnered with.
DEMADLY gold-plated hardware is manufactured in Northern Italy, in heat preventing Zamak that is nickel-free.
All paddings are produced in Germany. OEKO-TEX® certified as free of harmful substances.