◆ Luxury Performance ◆ Premium Lifestyle ◆ Outdoor ◆ Technical Apparel ◆ Luxury Performance ◆ Premium Lifestyle ◆ Outdoor ◆ Sportswear
- BRIEF NO. 026 · STUDIO OPEN
From Strategy
to Product.
DESIGNED TO STAND OUT, ENGINEERED TO PERFORM.
We work with sport, performance and outdoor brands to uncover who they really are, then engineer the collections and products that prove it. Strategy. Creative direction. Product innovation. Production-ready.
- BRIEF NO. 026 · STUDIO OPEN
From Strategy
to Product.
DESIGNED TO STAND OUT, ENGINEERED TO PERFORM.
We work with sport, performance and outdoor brands to uncover who they really are, then engineer the collections and products that prove it. Strategy. Creative direction. Product innovation. Production-ready.
ISPO AWARDS
Multiple Awards Won
WINNERS SINCE 2014
EST
2007
80+ brands
IN STOCKHOLM – SWEDEN
STUDIO
Stockholm / Scandinavia
GLOBAL CLIENT BASE
FOUNDED
By Designers & Engineeers
FOR PRODUCT-LED BRANDS
- 01 · THESIS
Most apparel businesses are stuck producing, without clarity, role, or position. The product calendar runs the brand instead of the brand running the product calendar. We work the other way: strategy decides what gets built, engineering decides how it’s built, and identity decides how it’s read.
- 02 · SERVICES
Our services
Strategy-Led. Product-Obsessed.
Engaged separately or as a
complete operating system for a
season, a category, or a brand.
01
PRODUCT RANGE Architecture
Range structure, role of every product, pricing tiers, seasonal logic. The skeleton your business runs on.
02
DESIGN DNA
The visual and technical grammar that makes a product unmistakably yours; silhouettes, details, colour, branding rules.
03
Product Design & Engineering
We take products from concept to production-ready, tech packs, BOMs, material specifications, manufacturing recommendations. Engineered to perform.
04
Creative Direction
We define the creative vision that drives your brand and collections forward, from design DNA and product identity to seasonal direction and range architecture.
05
Premiumization Strategy
Move the brand up. Construction, materials, finish, story, the full stack of perceived value.
06
ADVISORY & WORKSHOPS
Strategic support for brands that need senior-level thinking on collection structure, product identity, and creative direction, without building an in-house team.
07
KEYNOTES
Powerful talks, hands-on trainings, and transformational workshops designed specifically for fashion brands and creative businesses.
- 03 · WHERE WE WORK
Seven categories. One craft.
We work with brands where technicity is key and the product has to perform, on the mountain, on the trail, on the course, on the water, in the city.
01
PERFORMANCE
RUN · TRAIN · RACE
02
OUTDOOR
Mountain · Trail · Ski
03
Luxury Performance
Engineered · Elevated
04
Premium Lifestyle
Considered · Worn-in
05
ACTIVEWEAR
Engineered Fit · Functional fabrics
06
SPORTSWEAR
Golf · Motor · Equestrian
07
TECHNICAL APPAREL
Workwear · Tactical
- 04 · SELECTED OUTPUT
On shelves.
On podiums.
Decades of industry experience.
ISPO Award - Product of the Year
ORAGE
ISPO Award - Winner
DEVOLD
ISPO Award - Gold Winner
HAGLÖFS
Strategy & Design
LUNDHAGS
Scandinavian Outdoor Award
KNOWLEDGE COTTON APPAREL
W MTN-X Jacket
ORAGE
On-Piste & Off-Piste Skiwear
SALOMON
Design & Product Development
ALASKA
- 05 · TRUSTED BY
TRUSTED BY BRANDS THAT SET THE HIGHEST STANDARD.
Established Brands. Serious Startups. No Shortcuts.
We partner with brands that have ambition, investment, and the drive to push their category forward. Established players looking to sharpen their product strategy. Well-funded startups ready to build it right from day one.
- 06 · THE PROCESS
We Start with YOUR BRAND's Truth.
Step 1 - Decode
We go deep into your brand’s DNA. Vision, mission, values, target customer, market position. Not a surface-level brand audit, a rigorous interrogation of what makes you, you. And what doesn’t belong.
Step 2 - Map
We analyze the competitive landscape, identify category whitespace, and pinpoint the unique positioning your brand can own. This is where most agencies stop. For us, it’s where the real work begins.
Step 3 - Define
We translate insight into strategy. Creative direction. Collection architecture. Design DNA. Product identity. A clear, actionable framework that aligns your team and sharpens every decision downstream.
Step 4 - Engineer
Concepts become products. We design, develop and deliver production-ready packages, tech packs, BOMs, measurement lists, material specifications, and manufacturing recommendations. Built to perform. Ready to produce.
Step 5 - Refine
We support your team through fit sessions, sample reviews, and iteration at your HQ. We stay in the process until the product is right, not just designed, but dialed in.
MOST BRANDS ARE PRODUCING CONSTANTLY, WITHOUT REAL CLARITY AND INTENT BEHIND THE RANGE AND PRODUCTS. SO THEY END UP LOOKING THE SAME OR LIKE THEIR COMPETITORS.
- Products get added without a clear role.
- Collections grow, but do not get stronger.
- Design direction shifts from season to season.
- Design language is not clearly defined, so there is no consistency.
- Innovation gets discussed, but not always built with purpose in the product.
- Range architecture is weak, which affects focus and differentiation.
- What should be pushed, cut, refined, or challenged is left unresolved.
- Teams stay busy, and the product offer is bland, lacking uniqueness and a distinct point of view.
“Be the Change: Create A New Reality, Challenge the Ordinary.”
- 07 · FROM THE FIELD
“Several products designed by Desinder have become iconic pieces for Orage. Sales increased and they became integral to brand recognition.“
Frédéric Dorais
Creative Director, Orage
Ana has done a tremendous job during her time as a design consultant at Lundhags. She was part of the strategic design work as well as designer for all clothing products.
Her passion for developing clothing and her overall engagement has taken Lundhags Clothing range a huge step forward. She also delivers a lot of energy in her day-to-day work that has a positive spill-over-effect on the entire team.
I highly recommend Ana & Desinder to both strategic and hands-on clothing design assignments.
Henrik Ottoson
CEO, Lundhags
Desinder has done amazing work with us. They are super talented, highly professional and most importantly genuinely authentic humans!
Orage sought a revitalized image for both its products and identity, aiming to establish the brand as a creator of premium and durable outerwear.
Our goal was to work with someone with creative ideas and positive vibes to infuse into the designs, thereby lifting our winter offerings to new heights.
In our constant search for creativity and innovation, we stumbled upon Ana’s “1 Design a Day” project on Instagram. The designs not only left us in awe, but also introduced us to unique concepts. A distinctive perspective and innovative aesthetic that were previously unseen by us.
Several products designed by Desinder have become iconic pieces for Orage. Not only have the sales increased, but they have also become integral to the brand’s recognition. The technical expertise in outerwear design and certain features/concepts introduced by Desinder continue to be incorporated into new designs.
Some standout qualities were Ana’s dynamic energy, innovative creativity, industry expertise and unwavering professionalism. She consistently remained hands-on throughout the process, tackling challenges head-on to ensure the creation of the best possible products.
Her energy and positive mindset are remarkable and she’s always straight to the point – no bullshit.
I highly recommend Ana and the Desinder team!
Frédéric Dorais
Creative Director, Orage
I chose to work with Desinder to help me design the pieces for the launch collection of my new brand, Social Climbers.
Although I engaged them for their design services, throughout the project I felt like I got so much more than just that. Ana, who I worked closely with and had regular meetings with, gave me lots of advice and fed me with an immense amount of knowledge about things directly related to and unrelated to design. She advised me on additional things like launch strategies, sales strategies and how to deal with manufacturers – just to name a few.
The work proposed required minimal changes every time. It was like she could see my vision just based on simple briefs and moodboards provided. Ana is really proactive, quick in her communications and as a result of this, we were able to complete the design process for the entire collection and with high quality deliverables within a month.
I am so proud of the designs that Desinder has created.
If anyone is considering an apparel agency to assist on their projects, I would say: Go for Desinder.
Yuka Suzuki
Founder, Social Climbers
Before working with Desinder I had a brand concept but lacked cohesive direction. I had a bunch of ideas and Desinder was helpful in helping me make sense of it all, resulting in a clear brand foundation and solid branding.
Desinder understood what I wanted even when I couldn’t articulate it myself. There was a lot of additional value shared beyond the branding conversation. Desinder was willing to act like a coach and share valuable industry insights.
I really liked the attentiveness and the ability to listen, extrapolate, and build on the ideas.
Great experience – Loved the Collaboration – Am very happy with the branding result.
Tom Froehlich
Founder, Vectorly
- 08 · BRIEF
Bring the problem.
We'll shape the brief.
Brief, deck, or one good question; send what you have. We answer everything ourselves, and most projects start as a conversation, not a document.
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