[KÄLLÖ-KNIPPLA, APRIL 8, 2025] In an industry defined by excess, Gryning emerges with a new approach: fashion that exists only when desired and returns to the earth when its purpose is fulfilled. Today, the Swedish fashion technology startup launches its debut collection—ten architectural silhouettes that redefine how conscious urban professionals build their wardrobes.
"We're not interested in making more. We're focused on making better," says Siri Vikman, CEO of Gryning, whose name—meaning "dawn" in Swedish—signals the company's ambition to usher in a new day for fashion.
SCANDINAVIAN PRECISION, PURPOSEFUL DESIGN
The inaugural Gryning collection embodies the brand's design philosophy: clean silhouettes with architectural precision. The collection showcases statement pieces like the fluid Racer Neck Draped Maxi Dress and the versatile Wrap Kimono Dress alongside the essential Sleeve Box Dress and the sculptural Cape Maxi Dress. Each garment balances strength with subtlety—strong shoulders, soft structure, and a thoughtful play between volume and minimalism.
Developed through collaboration with urban professionals across Northern Europe, the collection responds directly to real women's needs—pieces that transition seamlessly from presentations to dinners, weekdays to weekends.
Available in a sophisticated palette including the vibrant Red Pepper, earthy Dusty Olive, and refreshing Crisp Blue Cotton, alongside grounding Deep Charcoal and Latte Beige.
AI-POWERED DESIGN AND CIRCULAR PRODUCTION
"What traditionally takes months in fashion, we accomplish in weeks—and we produce only what's ordered," explains Vikman. "By leveraging artificial intelligence and circular materials, we're reshaping how fashion is created. This isn't fast fashion. This is fashion that moves at the speed of intention."
Gryning's innovative approach uses AI to accelerate the creative process. This technology-driven workflow not only reduces development time but supports the company's European made-to-order model, eliminating traditional overstock while maintaining premium quality.
Each garment is crafted from 49% Ecovero™, 41% Traceable Viscose, and 10% CIRCULOSE®—materials selected for both their refined appearance and circular potential.
Every piece includes a digital product passport tracking its complete journey from concept to creation, offering unprecedented transparency about materials, production methods, and environmental impact.
FOR WOMEN WHO WANT TO BUY LESS, BUT BETTER
"Our design collaborators were looking for versatility without compromise," says Vikman. "These are dresses for those who refuse to choose between sophistication and circularity, between making an impact and minimizing their footprint."
The Gryning collection is available exclusively at gryningstudios.com.
ABOUT GRYNING
Founded in late 2024 by four visionaries with expertise spanning fashion, technology, and circularity, Gryning represents the convergence of Sweden's design heritage with forward-thinking production methods. Based in Sweden the company is committed to proving that the future of fashion lies not in producing more, but in producing with meaning.
CEO:
Siri Vikman - siri@gryningstudios.com
COO:
Per Gunnarsson - per@gryningstudios.com
CTO:
Philip Arvidsson - philip@gryningstudios.com
CMO:
Oskar Glauser - oskar@gryningstudios.com
