FOUNDER’S STORY

Born in Denmark and raised in the small town of Järna, Sweden, Anine Bing had a simple Scandinavian upbringing in a humble family with four siblings. Her memorable childhood was shaped by a thoughtful lifestyle rooted in kindness and creativity.

Anine had a strong fashion sense and was resourceful from an early age, giving new life to flea market finds and hand-me-downs from her brothers and sister. She developed many creative pursuits, including designing clothing and songwriting, and sought an outlet not only to merge her many passions but also to empower and uplift women. At the age of 20, she decided to move to Los Angeles, a vibrant and culturally diverse city that offered her the freedom to explore her creativity and pursue her dreams.

In 2012, Anine and her husband Nico launched ANINE BING out of their garage in Silver Lake with one shared goal: to create a global fashion brand focused on timeless wardrobe building blocks grounded in Scandinavian simplicity with American energy. With its mission to empower women by simplifying and elevating their lives, the eponymous luxury brand aims to provide women all over the world with versatile uniform essentials that inspire confidence.

Simplicity, quality, creativity, and empowerment are the four fundamental values of ANINE BING, which form the foundation of the brand's philosophy and are a hallmark of the business.