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Sweden is launching another global fast fashion brand. IVYREVEL, a digital fashion brand founded by Dejan Subosic, Aleksandar Subosic, Kenza Zouiten and Gustav Springfeldt. The brand has big investors like H&M Group and PayPal backing the business.
“We are proud to be digital-only, breaking boundaries to create a new fashion heritage by merging fashion creativity with technological innovation,” said Dejan Subosic, co-founder of IVYREVEL, in a press statement. Most the designs at IVYREVEL will be limited-edition with new products rolling out frequently. The brand plans to use trend analysis through data and will develop special algorithms to enhance the direction of the design and deliver what customers demand. A fashion tech lab in Stockholm has been set up to experiment with design and different types of machinery used in creating interactive fabrics and wearable tech.
“We are delighted to support the entrepreneurs at IVYREVEL on their journey to explore the merge of fashion creativity with technological innovation and in creating a fashion brand for women of the digital generation,” said Björn Magnusson, head of H&M’s CO: LAB, which is part of H&M’s New Business arm.
Prices range from $159 for a pair of heels and $39.90 for a pair of sunglasses all the way up to $889 for a leather jacket and $439 for a leather mini skirt (both of the latter are featured in the campaign images)