The “Art x Fashion” Opportunity

The “Art x Fashion” Opportunity

Swedish brand Limitato combines two categories – art and fashion – to create something quite unique. Today, their “fine art apparel” is sold in more than 200 locations around the world and online. Co-founders Gustav Peterson and Emrik Olausson share what they’ve learned along the way.


  • How Limitato combines apparel and fine art to create a new and growing fashion category.
  • From Millennials to Gustav’s dad… the sort of consumers buying into this new concept.
  • What “consumer maturity” means to buying behavior over the seasons.
  • The Challenge: Balancing the demands of sustainability with the demands of the consumer.
About Our Guests

Gustav Peterson and Emrik Olausson

Gustav Peterson and Emrik Olausson, founders of Swedish label Limitato, use clothing to capture iconic moments in pop culture history. Since its 2017 grand debut onto the world stage during Florence’s historic Pitti Uomo fashion week, the brand’s refreshing can-do mentality feeds the wearer’s ability to innovate and change. It caters to those who set their own agendas and live life to the fullest. 

Limitato comes together to collaborate with some of the world’s most illustrious artists and photographers, from whose collections they use selected pieces and convert them into “Limitato Wearable Art.” The attention to detail that goes into every limited-edition garment reflects the caliber of the original work. The brand’s signature t-shirts are poignant, statement-making pieces which celebrate “a history for the future.” Through fashion, Peterson and Olausson aim to make us ignore differences, reach out and connect across barriers, and engage honestly in ways only deeply social experiences can do.

This isn’t just about whacking a rock star image onto a plain T-shirt. Collections are meticulously thought through. Images, their history and creators are carefully selected to go hand-in-hand with an ongoing quest to celebrate “a history for the future.”



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