Express the nuances of your individuality with the Limited Edition Pride design.

At IDEAL OF SWEDEN, individuality is our biggest muse. We celebrate the nuances of self-expression and the beauty of living your most authentic self; as we strive to transcend the binary realms of gender, sexuality, culture, age, generation, and ethnicity. We embrace consciously curated and inclusive designs, that make you feel like you. Because we want to make a difference in your life, and that's what our designs are all about. Little luxuries, making all the difference. In celebration of Pride 2020, we have created a limited-edition Pride case, designed to pay homage to Pride and to spread a positive message of love that knows no boundaries. We believe in gender diversity, in creating a world where nothing is assumed, where sexual identity or orientation does not matter, where there are no closets to come out of, and no cultural norms to follow.

"As a growing lifestyle brand, corporate responsibility is an increasingly important topic for IDEAL OF SWEDEN. With over 2 million customers worldwide, it is our responsibility to encourage our customers to practice respect and tolerance. We recognize our impact, believe in equal rights for everyone, and in questioning heteronormative gender roles. As a company and as a community, we need to keep challenging each other to learn, rethink, and redo our daily business practices.”

- Joachim Lindström, CEO at IDEAL OF SWEDEN

Since its beginnings, a strong sense of community has been at the heart of IDEAL OF SWEDEN’s company culture, and supporting the LGBTQ+ community means supporting our family. Because we know that little by little, we can make a difference.