Linus Leonardsson creates sustainable glamour for all genders with a strong focus on fun and fictional storytelling, while simultaneously keeping focus and commenting on important societal issues. The collections are designed gender non-conforming, presaging a future where the lines between women's and men's fashion are blurred to their vanishing points. Following their MA graduation from the Royal Academy of Fine Arts Antwerp in 2019, Linus was invited by the Russian Fashion Council to make their runway debut at Mercedes-Benz Fashion Week Russia in October the same year. This marked the birth of the brand, which has been based in East London ever since.
Born in Stockholm, educated in Antwerp, launched in Moscow and based in London, international collaboration and a global viewpoint is a core element to Linus and their studio's view on fashion as a visual language. Belgian accessory brand KOMONO became the first collaborator of the brand, with whom a limited edition eyewear capsule collection was launched in 2019. Several other collaborations have followed since. Smartphone game Avakin Life proves another example, with whom a virtual collection was launched in game in 2020. And most recently, Linus has teamed up with German luxury knitwear platform THE GUESTLIST, sponsored by the Woolmark Company, where they have obtained a permanent place as a guest designer.
With each collection, Linus Leonardsson's approach to sustainable fashion evolves. By solely working with a variety and combination of recycled, up-cycled, dead-stock and biodegradable materials and fabrics, the environmental impact is kept to its minimum. Furthermore, by producing the collections in-house in London and with partner producers in Europe, a responsible supply chain is guaranteed. Although the collections emphasise a sustainable approach to fashion, the design is often inspired by opposite concepts such as forest raves or capitalist hierarchies. By combining these opposing forces, old concepts of fashion are brought into a sustainable, but glamorous, future.