Dhoemi, a new clothing brand founded in 2025 by Fanny Nord and Michael Selbekk, focuses on creating refined and wearable garments, with an emphasis on comfort and quality. The brand's designs, inspired by the concept of 'being at home,' feature carefully considered details like the shape of a T-shirt or the versatility of a rugby knit. Dhoemi emphasizes a curated wardrobe and aims for customers to find pieces they love to wear repeatedly.
A Dhoemi T-shirt is constructed to hold its shape: a curved half-moon front hem, an elongated back and sleeves that stand away from the arm courtesy of the structured organic cotton fabric. Its knit has extra-long raglan sleeves so its wearer can push them up if preferred, as well as the kind of neck that’s ideal for tucking your hair inside.
It’s these specifications that make a garment with an “interesting point of view in the silhouette”, according to Fanny Nord, who co-founded the brand in 2025 with her partner, Michael Selbekk. In other words, they make a garment “Dhoemi”. The name derives from “domi”, a word that means “being at home” in Latin. Nord wants to make pieces so wearable, so refined to what she considers perfection, that her customer is happy to reach for, say, the turtleneck sweater, day after day. The aim is “being comfortable in I’ve worn this knit five times this week. I’m going to wear it tomorrow as well because that’s me,” Nord tells Vogue. “You can just be and the pieces leave room for that.” Although they launched the brand last year, Dhoemi has been a long time in the making , with the brand working with factories in Italy and Portugal to produce the pieces. Releasing each collection in small drops, with the first comprising the T-shirt, the knit and a maxi dress, it would be easy – especially considering its origins in Sweden – to label the brand as “minimalist”. That’s not quite how it’s intended to land, however. “My personal wardrobe has always been very small, very edited. Dhoemi comes from that same place,” says Nord. “It’s not minimalism. It’s more about being confident in what you have or what you choose to keep.” The second drop launched this week with just two pieces – a rugby knit that you can wear two ways, folding the collar in or out, and a slimline turtleneck. “We want to be in control and also to stay really close to the product. Nothing is made to fill a space or do something just for the sake of it,” says Nord, adding that behind every garment is the question, “Does this feel necessary?” Testing each piece herself – Nord appears in the camel raglan-sleeve jumper for our video call, with a fit that’s quite literally made for her tall frame – she’s able to stand behind the edit, minuscule in comparison to other brands, in a way that’s rare. “I think it gives extra value to the pieces. They become more like collectables, instead of: here’s our huge collection, shop it and then it will be on sale in a few weeks. It’s more about being confident in the small offering that we have right now.” A lack of speed is part of the brand’s intention, too, with Nord describing it as a “non-approach” to the fashion calendar. “We can grow slowly at our own pace,” she says, adding: “If you look at our current offering on the website, it’s a no-brainer that we’re not in a rush to be a huge, best-selling brand now. We want to do it very slowly and steadily. It’s not biting off more than we can chew.” Nord’s plan over the next five years is, typically, measured. “We want to have a more defined, and complete, Dhoemi wardrobe. That’s the bigger picture. It’s less about expansion in every single way. It’s more about refinement,” she says. With such a small but mighty collection of pieces that should make you feel exactly like you, Nord’s hope is that it might encourage customers to “trust their own intuition when buying”. “If we can just be a small part of that, how people think when they shop, I think that’s a pretty good start,” she says.
Dhoemi Clothing Brand Fashion Design Minimalism Comfort
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