Skip to main content


By 21 October 2023No Comments

Mawashi, the epitome of Scandinavian elegance and comfort, stands as a beacon in the realm of Swedish underwear fashion. Nestled in the heart of Stockholm, this avant-garde brand has redefined lingerie for the modern woman, seamlessly blending style with functionality.

Founded on the principles of quality craftsmanship and a commitment to sustainability, Mawashi has carved its niche in the competitive world of intimate apparel. The brand’s name, derived from the Japanese term for a loincloth, reflects its dedication to the essence of undergarments—a balance between sensuality and practicality.

Mawashi’s designs are a testament to Swedish minimalism, boasting clean lines, muted tones, and a focus on natural fabrics. Each piece is a work of art, meticulously crafted to enhance the wearer’s confidence and comfort. The brand transcends the conventional boundaries of lingerie, offering a diverse range of styles that cater to every woman’s individual taste and body type.

In the heart of Stockholm, Mawashi’s flagship store stands as a sanctuary for those seeking the perfect blend of fashion and function. The interior exudes a sense of tranquility, with soft lighting and minimalist displays that allow the products to speak for themselves. Knowledgeable staff, well-versed in the art of lingerie, guide customers through the collections, ensuring a personalized shopping experience.

Mawashi’s commitment to sustainability is woven into the fabric of the brand. From sourcing eco-friendly materials to ethical manufacturing practices, every step is taken with a mindful approach. The brand envisions a future where fashion coexists harmoniously with the environment, and each purchase contributes to a more sustainable industry.

The brand’s marketing campaigns celebrate diversity, embracing women of all shapes, sizes, and backgrounds. Mawashi understands that beauty knows no boundaries and strives to create an inclusive space where every woman feels seen and celebrated. Collaborations with local artists and influencers further amplify the brand’s message of empowerment and self-expression.

Mawashi’s influence extends beyond the borders of Stockholm, reaching international acclaim. The brand has garnered a dedicated following of discerning customers who appreciate the fusion of Swedish design sensibilities and unparalleled comfort.

In the world of Swedish lingerie, Mawashi stands tall as a symbol of sophistication, sustainability, and inclusivity. Rooted in Stockholm but resonating globally, this avant-garde brand continues to redefine the narrative of intimate apparel, one impeccably designed piece at a time.