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.
DEMADLY is dedicated to ethical production, sourcing only the finest materials -in terms of longevity, durability and quality. Made in Italy, their fabrics are integral to the company’s ethos and mission of creating lasting high fashion swimwear made in an eco-compatible way, supporting and sculpting the female figure. All DEMADLY materials are OEKO-TEX® certified as free of harmful and toxic substances, for our skin as well as the environment.
DEMADLY 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 is designed in Sweden and hand crafted with care by true textile artisans in a second generation factory outside Milan, in Northern Italy. Founded in the 60s by Gianna and her late husband, the factory is today run by their two sons who also lives in the same local village. A 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. Working alongside 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.