Limitato was founded in Sweden by two business management students Emrik Olausson and Gustav Peterson, with an ambition to introduce a refined rock n roll aesthetic and give Scandinavia its first elegant mens ready-to-wear brand within the advanced contemporary segment.

Gustav and Emrik inherited the passion for art from their families. Art to them is essential for making the surroundings energetic, eclectic and to inspire creativity. Through bespoke partnerships with emerging and blue chip artists the brand intends to communicate and elevate its community seasonally. The language is mature, elegant, sophisticated, creative and vibrant.