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Fuel the growth for iconic brands Nanso and Vogue.

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OUR STORY

Story

The history of Vogue -brand began 27th of August in 1934, when a major Swedish sock producer by the name of Aktiebolaget Malmö Strumpfabrik, registered Vogue -brand as a trademark for women’s socks and hosiery. Already at that time, the vision was to build a premium brand offering pieces of luxury for the modern women.

Socks were printed in four colors from the beginning and raw materials were not spared. Wool was widely used but natural silk was the main material of the first collection.

The launch of the new Vogue collection became a major media event. On October 6th, 1934 sales of Vogue socks begun simultaneously in nearly thirty department stores and specialty stores in Stockholm, Gothenburg and Malmö. The first collection was exceptionally transported to Stockholm by airplane. The two biggest newspapers, Dagens Nyheter and Svenska Dagbladet, were thrilled and wrote about the event.

Malmö Strumpfabrik soon began expanding sales of Vogue -products into other Nordic countries. In the autumn of 1935 seven department stores and specialty stores in Oslo, Norway started selling Vogue socks and tights. A few years later Stockmann department store, specialty stores such as Grundström and Cri in Finland became retailers of Vogue socks.

Arrival of Nylon

The new revolutionary textile fiber nylon was introduced at the New York World Expo in 1939. The first nylon socks were sold in the US in May 1940. During the war, the production had to end as all the nylon was needed for military purposes, e.g. parachutes.  The production of nylon socks didn’t continue until the war ended in 1945.

Malmö Strumpfabrik had received the first five-kilogram sample of new raw material from Germany in 1943. After three years, the first test batch of nylon socks was finally made and in 1948, the first Vogue-nylons were launched. Production was initially hampered by a continuous shortage of yarn. In 1949, however, the situation had improved. At that time, 30 denier Vogue socks were launched. At the end of the 40s, nylon socks were rather thick for technical reasons. It wasn't until 1951 that 7 denier socks entered the market. Before that, the thinnest nylon socks were 20 denier.

Arrival of Tights

In 1967, a new trend was introduced in Paris - an extremely short skirt. This style spread rapidly also to Sweden. Malmo Strumpfabrik urgently began to transform their production from socks to tights. The first pair of 20 denier Vogue -tights were introduced in January 1969. By the 1970s, the production of tights accelerated with the development of production equipment. The new era also brought a thinner Lycra yarn.

Vogue Today

The ownership of the brand was transferred to Finland in the late 1980s through an acquisition. In 2005, Vogue became part of Nanso Group. In 2015-2017 Vogue -brand was renewed in a fresh and elegant way, making it the #1 choice for the women, who value high-quality, perfectly fitted legwear.

Today, Vogue continues to be one of the most prestigious hosiery brands in the Nordics. Offering a wide variety of high-quality products, Vogue has stayed true to its original ethos of creating pieces of everyday luxury for the contemporary woman.