Founded in Denmark in 1995, the world-famous fast fashion women's clothing brand, focusing on young women aged 22 to 35, is widely loved by consumers for its distinctive personality design and iconic Nordic fashion style
ONLY hails from Europe and creates fashion at the fingertips of women with attitude. Our products are sold in more than 2,000 concept stores in 46 countries and more than 5,000 multi-brand fashion retail stores around the world – and the success story continues today.
Our brand
ONLY creates popular fashion at the fingertips of women with attitude. A world of fashion that is passionate, enjoys the moment to the fullest, and is adept at creating surprises. A global brand infused with a strong spirit of expression.
We use the language of fashion to create a unique personal style. We celebrate bold self-expression and encourage courageous personality pursuits.
Attention to detail is our hallmark of quality, and that's what sets us apart.
We use our talent and experience to present the innate freshness and power of fashion, leading to a lifestyle that is full of innovation and inspiration to be the most authentic version of ourselves.
Our story
ONLY's first collection was released in Denmark in 1995 – the following year, ONLY entered China, becoming one of the first international groups to enter the Chinese market. With the rebellion of Scandinavian roots at the beginning, we bravely explored our own path in this fast-growing field.
Denim is the D.N.A of our product range. To this day, ONLY remains true to its roots, maintaining our position as a frontrunner in denim production technology and tailoring design. At present, our fashion collection has expanded to a wider area. But ONLY's mission has never changed, we want to satisfy consumers' fashion desires with fashion at their fingertips – to be self-assured, to break the mold, and to be creative. ONLY has been a global success, and we continue to work hard to continue the brand's original promise.
Our parent company is BESTSELLER, the world's leading Danish fashion retail group.
Our design
ONLY's brand promise is "ALWAYS THAT SOMETHING EXTRA" – and our team follows this philosophy and brings it to every aspect of the ONLY world. This philosophy is reflected in every step of the design process – from the details to the overall style of the collection.
We are determined to be committed to leading the latest fashion, and every week, we present the latest designs to our customers. We do this by constantly renewing ourselves, traveling and exploring the world – staying ahead of the curve and surprising our customers.
We make fashion that conveys a spirit of freedom and a diversity of expression, and it is for women who are cool, confident, authentic, stylish, avant-garde, and who knows who they are. She doesn't live according to other people's expectations, limit herself, or her style of dressing. She is true to herself and expresses herself in her own way. Our three collections offer every woman a wide range of possibilities to discover and express herself.
EDGE is a high-end series of ONLY
It's for women who are sophisticated yet cool: a celebration of power, brilliance and modernity. It is a fashion collection that exudes a strong personality attitude.
TRUE is a street collection of ONLY
It is for women who are always true to themselves: a celebration of wild truthfulness and freedom of expression. This is a fashion collection that mixes women's independent personality with neutral and sexy trend elements.
LOVE is an urban series of ONLY
It is for women who embrace romanticism: a celebration of the poetic passion for life – the playful delivery of love, the love of surprises. This is a fashion collection that interprets women's delicate emotions and refined tastes.
