Sincerely Yours is a Gothenburg-based independent record label formed in 2005 by the Swedish electronic pop duo The Tough Alliance. The duo created the record label after they left their former label Service.[1] The Tough Alliance began by releasing their own music but has since then signed and released music from many different acts then themselves.
Besides releasing music, the record label has a history of releasing high end products such as bulletproof vests, armlets, wine, shirts and jackets. Every product, as with most of their vinyl releases, are sold in a limited edition.[2]