HOPE is a Swedish fashion label created and run by the designers Ann Ringstrand and Stefan Söderberg. The first woman collection was launched in Autumn 2002 and in 2005 a collection for men was added to the concept. The brand focuses on contemporary, high quality designs and collections that support diversity, creativity and self expression. The first brand Shop opened in Stockholm, Sweden, in 2006, followed by six more HOPE Shops in Sweden, Denmark and the Netherlands. The HOPE Collection is also sold by over 200 exclusive retailers on 15 markets as well as in seven HOPE Shop in Shops.