Dry Lake was born in Stockholm, Sweden. The brand primarily focus on the modern girl who loves to be out and about. The idea was to create and design dresses for moments in her life. The brand is primarily known for its fashionable dresses and characterized by the word happiness which always includes a rich color palette, eye catching prints and details with a sense of luxury. Dry Lake’s strength is the ability to offer the latest trends each month at a commercial price point combined with superior service. The main ambition is to develop long term relationships with both customers and business partners.