Founded in Stockholm, IAYS (I AM YOUR SISTER) is a Scandinavian knitwear brand built on premium design, craftsmanship and cultural relevance. With high-end knitwear at its core, the company represents a modern approach to luxury, one that combines quality and minimalist aesthetics with a purposeful message of connection and sisterhood.
The brand was founded in 2015 by creative director Jenny Ringsö and has grown organically without external capital. Early on, IAYS established a strong identity and community-driven appeal, positioning the brand beyond product alone. Its most recognizable concept emerged in 2017, when the company introduced the statement I AM YOUR SISTER through a limited first run of just 50 T-shirts. The concept quickly evolved into a full statement-driven product line and later became a defining part of the brand’s voice.
Over the years, I AM YOUR SISTER products have been worn by people across the world and gained visibility through international magazines, TV features and cultural tastemakers, including influencers, artists and actors. Notably, the exposure was earned rather than paid for, signalling strong organic interest in both the product and the message. The company has also secured a European Union trade mark (EUTM) registration for I AM YOUR SISTER through the European Union Intellectual Property Office (EUIPO), strengthening the brand’s intellectual property foundation as it scales internationally.
The organic traction has served as early validation of product-market fit, supporting the brand’s move into international scaling.
“From the start, it was clear the message created connection,” says Ringsö. “People didn’t just buy a T-shirt — they wanted to belong to what it represented”.
While the statement products created early momentum, IAYS’ long-term ambition extends further: to build a premium knitwear house with Scandinavian DNA and global reach. The company’s collections focus on refined silhouettes and elevated materials, designed to last beyond seasonal trends. In a market where luxury customers increasingly expect meaning alongside quality, IAYS positions itself as a brand where purpose is integrated with the product experience — not as a campaign, but as a consistent brand foundation.
In 2022, IAYS entered a new phase through a strategic shift, moving from a broader collection approach to a focused strategy, fully niching itself in premium knitwear with an emphasis on profitability and scalability. The following years were spent deepening insights into product performance, margins, and the operational structure needed to grow without sacrificing quality. During this time, the company also improved its logistics and recruited key personnel to support international expansion.
This disciplined approach has shaped IAYS’ go-to-market strategy today. The business is built around three core pillars: wholesale, e-commerce, and selected marketplaces, creating a balanced structure that supports bot premium brand positioning and accessibility across multiple regions. IAYS also explores collaborations with complementary brands as a way to accelerate awareness and create curated touch points aligned with its luxury positioning.
While Sweden remains the brand’s origin, IAYS does not view its domestic market as the primary driver of future growth. Like many Scandinavian brands, the company is exploring opportunities in the DACH region, but sees particularly strong potential in emerging and culturally dynamic markets. Among the most promising are the UAE — especially Dubai — and Nairobi, where the brand identifies growing demand for premium fashion that combines identity, quality and global relevance.
At the heart of IAYS is the idea of sisterhood, not framed as a slogan, but as a platform for community and connection. The brand’s name, I AM YOUR SISTER, reflects an intention to create a community where women can connect, inspire and support each other, and where empowerment is expressed in a subtle, premium way. This approach allows IAYS to stand apart in the luxury landscape, offering an emotional and cultural layer without compromising exclusivity or design integrity.
Now, with a refined strategy and stronger operational foundation in place, IAYS is actively seeking investment and strategic partnerships to accelerate international expansion. The goal is to scale across key European cities in the near term, while positioning the brand for long-term growth in future-focused markets such as Tokyo and Seoul.
In an era where luxury is being redefined by authenticity, craftsmanship and meaning, IAYS is building a model where purpose and profitability coexist, proving that a clear message, supported by design excellence and disciplined strategy, can grow into global demand.
Photographer: Sandra Myhrberg
Fashion Editor/Stylist: Rebecca Cohen
Makeup & Hair Artist: Tony Lundströ
Model: MIKAS
Designer: Jenny Ringsö
