Adnym’s Progressive, Genderless Designs Meet Your #WFH Needs

That denim is the brand’s core product speaks to Söderberg’s experience—he’s an industry veteran who worked at Acne Studios in the 2000s after founding his Hope brand in 2001—but also seems very Swedish. “I think there’s a generation in Sweden that grew up with Levi’s and denim, so that comes somewhat in the blood,” he states. “We’re not used to dressing up. I would say we are kind of farmers in a sense; it’s not so much glamour.”

Aesthetically, Adnym mixes a “raw Scandinavian” look with Middle Eastern silhouettes. It’s an interesting combination that results in a sort of warm minimalism with a polished casual vibe. Though sustainability is not the brand’s raison d’être, the company works with small, certified producers in Europe and favors materials like repurposed cotton. “I think today a lot of brands are using [sustainability] as a marketing tool. Instead of just shouting it out, we have it as a given,” Söderberg says.

Making explicit the founders’ core belief in individuality and choice is the line in the brand logo, styled ADNYM. This nods to the Green Line running through Beirut, and the heritage of Tadi, a cofounder who has moved on to other projects. “We are definitely not political,” says Söderberg. The idea is that “you can choose either side or decide to be neutral. [We believe] people are individuals and should decide to do whatever they want to do, think, and wear themselves.” That said, the brand takes a simplified approach to sizing; clothes are designed to fit into one of three categories: onsize, undersize, and oversize.