OEL of Sweden is a Swedish company founded in 2013 that owns and develops the brand Oliver Ekman Larsson (OEL). The brand shall be recognized for quality products in the apparel segment with an attractive and trendy design. OEL of Sweden will at the start focus lingerie and headgear to enter and establish itself on the market, then the vision is to become one of the biggest players in the market. A consistent approach to the clothing line, marketing and efficient delivery and distribution are prerequisites for a rapid expansion of the brand OEL of Sweden. Audience: The target audience for the brand is between 15-30 years, inspired by Oliver Ekman Larsson and see themselves as catalysts or have the goal to get there. From the start this is a group of customers with a clear connection to sport but eventually an audience more focused on awareness and fashion shall be attracted.