My final project was for Ivan Grundahl, and was about hove the brand can expand their audience. I have analyzed the brand’s aesthetic sustainability of slow fashion and the emotional attachment created in the customers as they interact with objects of the brand. I have examined this aesthetic sustainability of slow fashion to see how it can be adjusted to reach a larger target group. This paper works with three hypotheses that will shine light on different sides of the brand, his design and the necessary elements of luxury and storytelling to create a feeling of connection between consumer and the brand. The goal of these in-depth understandings of the brand are used to explore how the brand can move forward and expand the brand after the death of the founder Ivan Grundahl in 2016.