Philosophy and Concept
The word «hemma» in Swedish means «at home.» It suits the brand because it describes both a person’s state and the space they occupy.
The brand offers clothing that falls between pajamas and everyday wear. These are pieces for having breakfast at home, working on a laptop, reading, cooking, cleaning, watching a movie, or simply spending a day without a specific plan.
At the heart of the concept lies a simple idea:
People spend a significant portion of their lives at home, so clothing for this space deserves no less attention than clothing for going out in the city.
Key Feature
Four permanent sets corresponding to different moments of the day:01 — The Everyday Set, 02 — The Sleep Set, 03 — The Cooking Set, 04 — The Bath Set.
References and Brand Atmosphere
