From Bestseller to BLK.LAB11: Matilde Sandgaard on building her own path

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Matilde Sandgaard has already built an impressive career around Bestseller at just 32. Today, she stands in a very different place. The large-scale fashion setup is behind her, but the ambition remains.

She is now channeling that energy into her own venture, BLK.LAB11.

Conceived for both men and women, the brand emerged from what Sandgaard describes as a “breaking point” — and a desire to do things differently. She describes BLK.LAB11 as bold, minimalist sportswear and athleisure, rooted in presence, performance and a more considered approach to how we move and live.

The brand has already made a strong start and recently opened a showroom and retail space in central Copenhagen, as the first step in ambitions that begin in Denmark but reach further.

We met Matilde Sandgaard on a rare quiet morning at House11 in the heart of the city.

“Something I’ve always admired about Bestseller is this idea that if you’re good enough, you’re old enough”

Matilde Sandgaard, Founder, BLK.LAB11

“The fashion industry often judges by appearances. I grew tired of that. I’m drawn to spaces where the focus is on you as a person”

What have you taken with you from Bestseller?

“A large part of what I’ve taken with me is drive, ambition, and the standard you hold your work to. You really have to make an effort and be diligent.

What I think Bestseller does best is its internal culture.

You get what you earn and what you take for yourself. People are extremely passionate about their jobs. There’s so much energy. That has been the foundation of who I’ve become professionally.”

‘If the whole world was blind, how many people would you impress?

When you started BLK.LAB11, had it always been part of the plan that you would become self-employed?

“I think it probably has. I’ve always wanted to break with my own patterns in my working life. I’ve always put 110% into my jobs.

I’ve never lived for my jobs, but with my jobs. So I’ve often been told that I should start something on my own. So maybe it’s always been more a question of ‘when’ rather than ‘if’.

I’ve always been headhunted and received quite a few offers. I’ve been successful in what I’ve done. That has helped build my confidence and made me truly believe in myself. And I think that’s important if you want to dare to start something.”

You told me earlier that BLK.LAB11 was born out of a “breaking point”. What does that actually mean?

“BLK.LAB11 comes from a well-known quote: ‘If the whole world was blind, how many people would you impress?’ We don’t focus on trends, but on what feels right.

The fashion industry often judges by appearances. I’ve grown tired of that. I love when the focus is on YOU as a human being — seeing each other as we are and how we behave.

And that’s when it really started to build up for me. I needed to step away from some of the noise and pace. A breaking point is perhaps not one single moment, but an accumulation of everything I could no longer see myself in.

It became a place where I started questioning what I actually wanted to build on — and what I didn’t want to take with me.

So BLK.LAB11 is also about slowing things down a bit. You don’t need to constantly add more, more, more. We are very intentional about how we build the brand.

There’s a sense of calm in what we do. We have a spiritual approach to being present, and not always being on the way to something next.”

The ambitions are big

How did it get started?

“We launched on 1 September last year. We did it in connection with me running the Sydney Marathon, where I actually received my 7th major star.

We created a lot of noise on social media, alongside several physical activations over the winter. We quickly sold out of several of our first styles. It was quite moving, also to feel support from people I’ve met along the way — it gave us a strong start.

But we’re constantly growing, and it has all been organic. I’m very proud of that.

Now we’re entering the next phase. BLK.LAB11 has a strong online universe, but we want to be more than that. We’ve just invested in a physical showroom and store at Kronprinsessegade 40, and we’re planning a lot of activations around that.

I’m really looking forward to sharing more about it.”

What are the ambitions for the longer term?

“They are big. Despite a strong start, not enough people know about us yet. I think most founders probably feel that way in the beginning. But we know where we want to develop.

First of all, we need to establish ourselves properly in Denmark. But we’re proud that we’ve already shipped orders to most of Europe.”

Who inspires you?

“I’m inspired by many people. It doesn’t necessarily have to be about people’s results, but more their energy and outlook on life, and the way they approach things.

Those who are decent along the way, who manage to keep a clean path behind them and do things intelligently — there are fortunately many of them.”