5PREVIEW began in 2008 in a small apartment in Rome when Swedish designer and illustrator, Emeli Mårtensson, decided to release a small, graphic tee shirt collection of 5 pieces. Her expressive illustrative style and ironic, bold imagery became quickly popular and the label expanded from a small tee shirt line into a complete women’s collection. 5PREVIEW today boasts a 150-piece collection that includes women’s wear, men’s wear, children’s wear and accessories.
5PREVIEW experiments with colour, all over prints and a multiple of fabrications including cotton fleece, washed silk and cashmere blends, a far cry from its earlier monochromatic days. It’s instantly recognizable styling has been featured in magazines such as Elle, Glamour, Muse and, the holy grail of fashion magazines, Vogue.
Although the label originated in Rome, it was also based in New York until it finally settled in Södermalm, Stockholm where the head office remains today. 5PREVIEW now employs 5 employees at the head office and 4 in the warehouse in Kalmar. The label sells to over 50 countries worldwide.