Peace & Love, was formed in 1999 as an association and arranged the first festival in central Borlänge. The original idea in the first years was to prevent violence, racism and xenophobia in Borlänge in Dalarna. After a time, efforts to spread positive values ​​of catchwords as diversity, fellowship and understanding. Since 2009, the Peace & Love was the largest festival in Sweden. In 2011 50,000 tickets to the festival was sold.