Limitato

Limitato is a Swedish menswear label from Gothenburg, started by university friends Gustav Peterson and Emrik Olausson. They began by making belts from Swedish copper. The label only took shape after they found an archive of photos, including John Lennon and Mick Jagger. The idea is wearable art. Prints come from well-known artists, photographers or historical archives, and sit on the t-shirt as a velvet, canvas-textured rectangle with a thick embroidered border, so it looks mounted. Each piece is packaged with a certificate, a number and the artist's name. Getting rights to the imagery was hard work. The founders had to track down publishers and photographers for permission, licences and copyright. They now work with British photographer Terry O'Neill. Beyond graphic tees, the range includes outerwear and casualwear.