Fashion denim brand MADH challenges the traditional way a brand is built and how collections are presented. Through tech and innovation, they involve their customers and able to produce on demand for a more sustainable business. MADH is a Swedish-founded brand with a global team as part of its strategy to work more digitally and involve the industry experts..

Martin Gustafsson and Creative advisor Nhu Duong met 15 years ago when they both worked at Acne Studios. Paris has been their base building the brand and working on the collections. This year MADH released two of their brand platform segments. The main collection presents essential denim products that have been revisited with the brand’s advanced fabrics and production principles. Without being tied to the seasons, this collection creates the CORE look of the MADH wardrobe.

The segment that makes MADH truly unique is the digital SKINS platform. The users get insight and access to heightened jean customisation from their phone or in collaboration with selected retailers. The unique pair of jean will be delivered globally within 10-14 days.

The first CO_LAB is designed by Nhu Duong. The collection focuses on a selection of signature pieces from past collections, playing with the idea of uniforms, leisure wear and sportswear.