Dedicated was founded in 2012 by a group of friends in Stockholm. They thought it was remarkable that no streetwear brand was committed to better working conditions and a smaller ecological footprint. Bound by their passion for graphic design, photography, music and pop culture, they decided to start such a brand themselves. From the outset, they focused on developing long-term relationships with their suppliers and using GOTS certified organic cotton. Except that they now design entire collections instead of a few t-shirts, the brand has not changed. Fair trade and environmentally friendly production are still of paramount importance to them. For example, they now also work with fair trade certified cotton and recycled polyester and are only planning to get even better.