5PREVIEW

5PREVIEW is a Scandinavian fashion brand founded in Rome, Italy, in January 2008, by Swedish designer/illustrator Emeli Mårtensson. The label is often influenced by music, popular culture, and the lives of young women.

Before starting her label, Mårtensson worked as a graphic designer at Miss Sixty in Italy. She got started with 5PREVIEW by creating hand-printed T-shirts with instantly recognizable, big, bold ink prints on white fabric, at her home. Her initial work soon gained commercial popularity and was available at high-end fashion stores in Italy.

In the summer of 2009, the brand moved to New York, receiving praise in various fashion magazines and from celebrities including P. Diddy, Busta Rhymes, Beth Ditto, and Ciara. In October 2009, 5PREVIEW was featured in Vogue magazine, on supermodel Claudia Schiffer. 

In January 2010, the brand moved to its current location in Mosebacke, Stockholm, Sweden. By the following year, the company's turnover was approximately 30M Swedish Krona. Their warehouse is in Kalmar, Sweden.

5PREVIEW is now available in 20 markets online and 500 premium retailers worldwide.