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ImseVimse is a Swedish brand that specializes in textile clothing and personal care and hygiene products. The company was founded about 30 years ago (1988) in the town of Visby, by Marie Walleberg. A need arose for diapers that relieved diaper rash. Switching to cloth diapers quickly cleared the rash. Marie Walleberg then decided to set up an innovative brand for cotton, reusable diapers. Examples of products that have been added to the collection over time:

  • Washable sanitary pads
  • Washable swim diapers
  • Reusable tampons
  • UV protective garments.

The target group

The Swedish brand mainly focuses on young women with children. It is a modern company that values comfort and convenience. For that reason, there is continuous innovation to make the products even better in line with the wishes of young mothers and their babies and toddlers.


At ImseVimse sustainability and environmental awareness are paramount. This is reflected in a number of different spearheads that the Swedish brand has.

  • No disposable products: everything is washable and reusable
  • Only ecologically responsible products. For example, the cotton products are made from 100% organic cotton
  • No substances that can cause skin irritation.
  • Sustainable and nature-friendly production transport.
  • The local office in Visby is 100% powered by renewable energy from sun, wind and water.
  • An important spearhead is the reduced use of plastic and the use of recycled materials.


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