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The Danish fashion brand Les Deux has opened the doors to its first store in Paris—a milestone marking the next chapter in the brand’s international journey.

Situated in the heart of the French capital, at the very centre of the fashion world, the store embodies everything Les Deux has cultivated over 15 years: contrast, craftsmanship, and character.

From Copenhagen to Paris. From local boutiques to international shop-in-shops, and now a permanent base in one of the world’s most influential cities.

We spoke with Andreas von der Heide, co-founder of Les Deux, about the significance of the opening, the initial reactions, and the journey that brought the brand here. Finally, Mathias Jensen, the long-serving creative director, shares his thoughts on the store’s design and spirit.

Andreas von der Heide (To the right) Co-founder Les Deux.

Andreas, why was Paris chosen as Les Deux’s next physical step?

“Primarily because the French market has become a significant one for us, a journey that has taken us from being an unknown brand to one of the most relevant menswear labels. From the first stores carrying our products, to our initial pop-ups, to shop-in-shop openings in major retailers like Galeries Lafayette, and then establishing our own offices with our dedicated team—today, we can finally open our own doors.

Moreover, Paris is the most influential international fashion capital, where our presence generates global attention. Forbes, for instance, has flown from New York to Paris to cover our story.”

What does opening a store in the fashion capital mean for you as a Danish brand?

“We are incredibly proud to be Danish and to represent Danish menswear on the global stage, showing that we can compete at a high international level. This store is more than just a shop—it is a tangible testament to all the hard work we have put in over the years.

It embodies the dedication of countless people over many years—not only internally, but also the many stores back home in Scandinavia that believed in us and laid the foundation for our bold step onto the international stage.

…And it means a great deal to our entire organisation across all countries. I can feel just how proud our teams are these days.”

You opened on Thursday. How have the first local reactions been?

“We hosted a soft opening on Friday to test our team, who have trained and worked in our various shop-in-shops in Paris. The first days have been extremely positive, and you can really feel that the city operates at a completely different retail level.”

You have a French name, but the brand originates from Copenhagen. How have the French reacted?

“They see us as a French brand. They love the story, the French roots, and the style.”

What has been your personal highlight in opening in Paris?

“For me, it is another step in the 15-year journey we have been on. It underlines everything happening now—both in France as a country and as an international brand. We have gone from being the biggest brand in Scandinavia to one of the strongest menswear labels coming out of Scandinavia in recent years.

There isn’t one single moment for me, but countless ones. The most incredible thing is our team’s ability to keep building. Dontt has been part of the journey from the very beginning. You just have to look back through the archives and read story after story.”

Will there be more stores in other capitals?

“I promise you that! We are far from finished.”

Every detail in Les Deux’s new Paris store is deliberate. The brand’s history and DNA converge here. We asked Mathias Jensen, creative director, to explain the thinking behind the space—how contrasts, nostalgia, and modern design come together to create a living environment that tells the brand’s story.

Mathias Jensen, Creative Director of Les Deux:

“The store’s design is founded on one of the brand’s core pillars: contrast. Our identity is built on the tension between the classic and the contemporary—and the magic that happens when the two meet.

Inside the store, we work with materials like dark walnut and chrome, combining warmth and coolness, nostalgia and the present. Contrast is not merely an aesthetic device—it is part of our DNA. It manifests across everything we do, from collections and styling to campaigns and the spaces where people encounter us: from our Copenhagen headquarters to our stores in Denmark, abroad, and now Paris.

The store’s aesthetic is simple, yet laden with meaning. With a few carefully chosen elements—trophies, bespoke basketballs, and images chronicling our 15-year journey with its ups and downs—we have created a space where you can sense our history while feeling at home. That was the goal from the start.

Many of the design elements come from flea markets, mixed with our own products and memories. This blend gives the store a timeless, living quality—a place that invites exploration. Visitors can discover everything from vintage trophies to basketballs designed for our Copenhagen court project.

Contrast is at the heart of everything we do. It is where we find our identity, and it is where we create something new.”

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