Kalmar is founded on spirituality, inclusivity, empowerment and kindness – four pillars which underpin everything we do. Read on to find out more about what matters the most to us, and the ways these ideas manifest in our brand. 


Spirituality is at the core of everything we do. We believe that when you engage your senses, you connect to your soul, and to a deeper purpose in life. We seek to help all our customers tap into their sacred intuition, so every wellbeing product and piece of clothing we create is rooted in connecting with the spiritual self. We’re honest, open and always eager to talk about what mindfulness, holistic wellbeing and healing mean to us.


We believe self-care is for everyone. Our products are designed to allow all kinds of people, living all kinds of lives, to connect to their soul through their senses. We partner with charities such as Black Minds Matter to make this a tangible reality. We invite diverse opinions and perspectives, we collaborate with others and we offer them our platform, whenever we can.


We exist to empower women. We want to help them create moments of Joy, Calm, Peace and Love through the clothes they wear and their wellbeing rituals, so that they can lead happier, better connected, more fulfilling lives. We share the guidance and mentoring of our founder whenever and however we can, to inspire our customers to take ownership over their own existence. And we partner with charities such as Women For Women to make lasting change in the lives of women all around the world.


Kindness is essential to what we do. From our devotion to our customers, our team members and our business relationships, to the way we treat our planet. We willingly acknowledge our imperfections, striving humbly for progress and a deeper understanding of the world we live in. We use our position of authority to create a ripple effect, spreading compassion and empathy throughout the world. The wellbeing of Mother Earth underpins every effort we make: the pieces we design are timeless and high quality, allowing our customers to buy less and buy better; and we are proud to support Forest Carbon, planting one tree for every item sold, to offset our carbon footprint.