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We’ve truly poured our hearts into this collection – Ulrika Skoghag, Daily Sports

Pressmeddelande
"We've truly poured our hearts into this collection" – Ulrika Skoghag, Daily Sports

The collection will be launched online on April 25th, and every purchase will contribute to UN Women’s work for the rights of women and girls.

Since taking over as CEO of Daily Sports in 2010, Ulrika Skoghag has been enhancing the visual appearance of the world of golf. First and foremost, the focus of the company is on functionality and design for active women. But now, for the first time, Daily Sports will be taking a stand for an idea.

Ulrika explains why she’s passionate about this collection:

– As a woman, I felt that things had suddenly started to regress. That women’s situations were worsening in many ways. I also felt that silence doesn’t serve our cause. But instead of becoming loud, with Sisters by Heart, we’ve created a subtle nod among sisters. A positive greeting. Something that’s ours.

The collection initially includes six pieces of clothing and two tote bags. Each with different messages. There are no slogans, just a series of striking watercolor paintings sprinkled with small, discreet greetings. The artist is a friend of the company; Zara of Studio Raha.

The Sisters by Heart collection supports UN Women and the women who need it most. 

The Sisters by Heart collection makes a tangible difference. A portion of the proceeds supports UN Women Sweden. The organization works for women’s and girls’ rights in over a hundred countries. The exact contribution from each sale is clearly stated on the website next to the items.

The choice of UN Women wasn’t random:

– We’re an international company with sales in many markets, and starting from May, in four languages, so we wanted to find the smallest common, non-political denominator, says Ulrika Skoghag.

And what about these greetings? What do they say?

– You’re constantly reminded of the message as the owner of the garment – there’s a small tag inside with the translation. But I can say this much; the clothes express what we women often want to say but seldom do.

– We’re not activists, but we understand the importance of women supporting each other – whether in everyday life or on the red carpet. It should be done with style. It should be done, tongue firmly planted in cheek. And it should be done with a lot of heart.

For more information, contact:

Ulrika Skoghag, CEO ulrika.skoghag@dailysports.se