Like many Swedish clothing companies, Holebrook’s beginnings were small-scale and humble. What’s notable, however, is the absence of any trial and error period in the brand’s earliest stages. Right from the start, Holebrook seemed to find its position on the market and the clothes were immediately taken to heart by their users. Carefully knitted sweaters with windproof lining turned out to be a very welcome innovation for anyone who regularly experienced the North Sea on a sailing boat or went hiking along the Bohuslän coast. This perfect match was gratifying, of course, but at the same time counted on. The simple reason was that the idea itself had been born right there.