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ICA story

”If you want to talk food, talk to me!” That was the feeling AUX wanted to capture when creating their collection of workwear for ICA. They made it on their own initiative, with an idea that elegant clothes with a touch of chef would raise both the confidence of the staff, as well as the customers’ confidence in them.

Smart solutions and top-notch quality made many of the most prominent ICA retailers in Sweden invest in the collection. It was defined by a tilted collar, an outlined logo on the left arm and red piping along the front seam in the same width as the logo.

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