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.