DEDICATED

Shop Dedicated at HUG — the Swedish eco fashion brand that has been making ethical, sustainable clothing with genuine character since 2006. Vibrant artist collaborations, GOTS-certified organic cotton, and Fairtrade-certified production: Dedicated proves that doing things properly doesn’t mean compromising on personality.

From bold printed dresses and linen blazers to organic cotton tees and fun accessories, every Dedicated piece carries the spirit of a brand that cares — about the planet, about the people who make their clothes, and about the people who wear them. As one of the UK’s leading stockists, HUG ships directly from the UK with free delivery on all orders over £100. Explore the edit below.

Fashion with a Point of View

Dedicated was founded in Göteborg, Sweden in 2006 with a clear mission: create ethical, sustainable fashion that actually has something to say. They collaborate with photographers, illustrators, and artists from around the world to produce prints and patterns that are genuinely distinctive — the kind of clothes that start conversations rather than blend into the background.

Certified from Fibre to Finish

Every Dedicated piece is made from GOTS-certified organic cotton, Fairtrade-certified materials, GRS recycled polyester, or natural fibres like Tencel™ Lyocell. Their supply chain is fully audited — no child labour, fair wages, freedom of association. The certification isn't a marketing afterthought; it's built into how they operate.

What We Stock

Our Dedicated edit spans printed dresses, linen blazers, organic cotton tees, EcoVero™ skirts and dresses, wide-leg linen trousers, workshirts, sweatshirts, caps, scrunchies, and tote bags — a full range of pieces for those who want their wardrobe to reflect their values without giving up on style.

Stocked at HUG

Dedicated has been part of the HUG edit since the beginning — a brand whose values and aesthetic align closely with our own. Shop with free UK delivery on orders over £100.