Business Punk Online – Closely’s sustainability lie

Pastel colours. Happy women of different ages and shapes, sometimes with children or tattoos, sometimes without. Influencers from outdoor sports and design – this is the brand identity of Closely, an underwear and sportswear brand from Sweden. The website talks a lot about freedom, body positivity and sustainability. But the more I look at Closely, the more suspicious I become of this pastel-coloured world. […]

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Photos: Closely