Swedish brand Limitato combines two categories – art and fashion – to create something quite unique. Today, their "fine art apparel" is sold in more than 200 locations around the world and online. Co-founders Gustav Peterson and Emrik Olausson share what they've learned along the way.

Highlights:

• How Limitato combines apparel and fine art to create a new and growing fashion category.
• From Millennials to Gustav's dad… the sort of consumers buying into this new concept.
• What "consumer maturity" means to buying behavior over the seasons.
• The Challenge: Balancing the demands of sustainability with the demands of the consumer.