The Danish fashion brand GABBA came into being in 1995. Head designers Karen & Ole Madsen had been working in the textile business for more than twenty years when they felt the need for doing something new. The market was flooded with cheap and trite products, so they agreed that it was time to introduce something different. Together with a local creative artist, Karen & Ole strived to find a cool name for their new brand. It had to be a name with a good sound to it; a name which would position the collections they wanted to make in the right way. After many hours of brainstorming, the three came up with the name GABBA. Even though the name did not have any particular literal meaning, they all thought it had a cool ring to it and they felt it would be a good common denominator for the collections.