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Two iconic brands become one – Swegmark and Abecita join forces
The family-owned brands Swegmark and Abecita have worked side by side for nearly 90 years in Sweden’s textile hub Borås. Now, they take the next step in their evolution by merging under the unified name, Swegmark.
Both brands have long experience in creating functional and comfortable underwear for women at every stage of life. Produced side by side under one roof in Borås, Swegmark and Abecita share the same values, with a strong focus on fit, quality, and sustainability. Now, Swegmark takes a natural next step by bringing all product development, communication and collections under one brand.
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“We look back on Abecita’s legacy with great respect and gratitude. It’s been a strong and beloved brand for many years. By gathering all our efforts under the Swegmark name, we’re creating a strong and unified platform for the future,” says Helena Thorell, CEO of Swegmark.
By combining the best of both worlds, we’re now launching a broader bra range, new briefs in modal and recycled materials in our sportswear segment – all with continued focus on comfort, quality and sustainability for the conscious woman.
“We’re building a culture rooted in trust, responsibility and care. That’s where we find the strength that makes us relevant – today and tomorrow,” says Helena Thorell.
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About Swegmark
Swegmark of Sweden is a Swedish family-owned company that has specialized in creating comfortable, sustainable underwear and swimwear with a perfect fit since 1937. With roots in the textile town of Borås and a strong focus on quality and function, Swegmark designs products that support women in everyday life – regardless of body type, age or life stage.
Sustainability is at the core of our business. Swegmark selects gentle materials – often recycled – and works in long-term partnerships with certified factories across Europe. Each garment is made to last, in both style and function, with a focus on timeless design and minimal waste.
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