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It was only a few weeks ago that we reported on Les Deux opening their first store outside Scandinavia, in Paris’s Marais district. (Read more here.)

But France isn’t the only place where the Danish menswear label is making waves. In the UK, Les Deux has grabbed headlines, expanding from 24 to 42 carefully selected stores in just a few months – and is now planning to open an office and showroom in London.

Les Deux celebrated its launch in the very heart of Selfridges’ iconic menswear floor!

The UK push reached its peak last week with the launch at London’s iconic Selfridges. The debut was marked by a DeLorean wrap on the store’s famous DMC-12, featuring a film-strip motif inspired by the brand’s Winter 2025 campaign, which pays homage to classic 1990s sitcoms.

The stunt caught the attention of Fashion Network, whose daily newsletter reaches over 900,000 subscribers, putting the Danish label firmly in the spotlight.

Morten Kristiansen, Les Deux’s CCO, told the publication that the brand’s energy is palpable, and the UK market plays a key role in its international expansion:
“There’s so much energy around the brand right now, and it’s particularly visible in the UK, where partners like Selfridges are helping set the pace for what comes next.”

Today, Les Deux is stocked in over 1,000 stores across four continents, with key partners including Bloomingdale’s, KaDeWe, Nordstrom, De Bijenkorf, Galeries Lafayette, and La Rinascente.

The expansion doesn’t stop at the UK. In Ireland, the brand has grown from zero to 12 stores in just nine months, including prestigious names like Brown Thomas/Arnotts and Avoca. Meanwhile, Les Deux has recorded a remarkable 225% increase in turnover this year, building on 13 consecutive years of growth.

On the right: Morten Kristiansen, CCO of Les Deux, pictured with Nichole Strydom, Commercial Director at Zalando, during Les Deux’s YALE launch in Berlin.

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It’s no secret that the gaming industry has surged far beyond its basement-dwelling, chips-and-cola stereotype. Today, it’s big business – fast-moving, global and fiercely competitive. And right in the middle of that evolution, a Danish startup has carved out a rather unexpected and highly successful niche.

Back in 2017, Kenneth Skriver began experimenting with a mousepad made of glass – a concept few believed in. The category was locked into one material: fabric. Every gamer used a cloth mousepad, and no one questioned whether a better alternative existed in a world where milliseconds can determine victory or defeat.

As Kenneth puts it: “When you grow up around Struer, like I did, Bang & Olufsen is in your bloodstream. I was drawn to the idea of elevating the entire category through performance, materials and true craftsmanship.”

Today, Wallhack is closing in on a nine-figure revenue, has been recognised as a Børsen Gazelle company, and employs more than 40 people representing 11 nationalities. Its headquarters sit on Copenhagen’s Islands Brygge, and this year the company opened a regional office in Shanghai to move even closer to key partners in Asia.

The company is led by CEO Rasmus Weber Fredholm, the first full-time employee back in 2021, who has been building the business alongside Kenneth ever since.

This is the story of Wallhack. We visited the team one Tuesday morning, meeting with Rasmus, Kenneth and their Head of Product, Tais Thøgersen.

Rasmus Weber Fredholm & Kenneth Skriver

Today, Kenneth Skriver has stepped into a more strategic role, focusing on select high-impact projects alongside his board responsibilities.

Rasmus Weber Fredholm explains:

“We’ve gone from a quirky garage operation shipping glass plates out of Kenneth’s home to a global company with revenues on track for nine figures.
Growing fast has been fun, of course, but it’s not something we dwell on. Standing still is fatal when you’re up against the industry’s biggest giants. Our edge is simple: we move faster than they do — and we’re willing to take risks they won’t touch.”

“We experiment constantly, we’re creative, but we pair that with disciplined execution. Without that balance, we wouldn’t have scaled the way we have. We weren’t built on a viral miracle or a pile of VC money — just the daily grind.”

“Now we’ve established a solid commercial foundation and a brand platform that gives us real influence over the future of an industry we genuinely love — and that’s the impact we’re focused on unlocking.

Internationally, we’re in a rare and exciting position where we’re shaping trends. With a young team that’s talented, idealistic and just the right amount of reckless, 2026 is going to be a lot of fun.”

Tais Thøgersen, Head of Product at Wallhack

Wallhack’s success is built on something at once simple and complex: glass. Even as a global market leader, the company continues to refine its framework for surface friction, microstructures, and the impact of movement speed on user precision — at a level unmatched anywhere else.

Tais Thøgersen, Head of Product at Wallhack, explains: “Unlike many other players, we don’t treat gaming gear as toys, but as tools. If a product doesn’t provide a genuine competitive advantage, it’s just a gimmick. That’s why we are performance-first in everything we make.”

Product development takes place in close collaboration with internal engineers, external specialists from DTU, and a research team from the Danish Technological Institute.

Wallhack has just launched the fifth generation of its glass mousepads, now offering multiple surfaces: “Speed” and “Control.”

Speed is the brand’s hallmark. The “Speed” version is the mousepad equivalent of a Bugatti, designed for high-octane players of fast-paced titles like Fortnite. The “Control” edition balances velocity with stopping power, crafted with games like Counter-Strike in mind.

It is competitive gamers, in particular, who shape the brand’s development, providing feedback that is translated into ongoing testing and refinements. The team also includes former professional esports players, ensuring the product meets the highest standards.

Tais Thøgersen adds: “Alongside our performance-first approach and laser focus on functional precision, our products must feel premium and well-designed in the hands of the user. The industry needs an aesthetic and quality upgrade — otherwise gaming gear will always be seen as toys, which goes against our philosophy. When designing for the world’s esports elite, as our customer base includes, you need absolute focus on functional refinement.”

Wallhack is more than engineering and glass. The anime universe surrounding the sibling duo Sora and Yume, created by Wallhack itself, has become iconic among fans across platforms. The characters are illustrated by Japanese anime artists and appear in limited-edition runs, short films, and manga releases, all treated as collectible works of art.

“At our last event in Tokyo, we installed a mini-Louvre, displaying our most popular mousepads as gallery pieces—a practice we’ve seen embraced by our top collectors,” the team explains.

This blend of performance and aesthetics has fostered a near-cult following. Limited drops of 2,000 to 5,000 units sell out within minutes, with some designs later reselling for up to €1,300.

Although Wallhack is a Danish company, only about 1% of its revenue comes from Scandinavia. The majority of sales come from Japan, the US, and China. As a result, Andreas Golles, who has been a key part of the team since the early days, has now moved to Shanghai as APAC Director, tasked with expanding the Asian markets and representing Wallhack in the region.

At events in Asia, the team encounters queues and autograph sessions beyond anything they had imagined. Rasmus says, “We love it – we put on our sunglasses and give them a show.”

Wallhack has chosen not to work with retailers, selling exclusively through its own online stores to maintain control over distribution and ensure a consistent brand experience. Customer relationships are at the core of Wallhack’s business.

With a community of 700,000 followers, over 60,000 of whom gather on Discord, Rasmus describes it as a digital clubhouse: “Some brands have a cycling club or a running club. We have a Discord. It’s where we get ideas, meet our customers, and build culture. It’s a huge part of our identity, and we’re very focused on maintaining and developing it.”

Behind the scenes, Wallhack is working on several projects set to be unveiled in 2026. The ambition is clear: the next chapter will be bigger, more ambitious, and more visionary.

From a simple idea of a glass mousepad to a brand with fans, collectors, and cult status spanning continents from Copenhagen to Tokyo.

Here, Kenneth is holding one of the 999 produced “Shiny Sora” mousepads, one of Wallhack’s most sought-after designs and a true collector’s gem.

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Danish brand ARKK Copenhagen is taking another step in its dynamic evolution. Following a year of successful apparel launches, the brand is opening a new chapter: ARKK Active – its first performance line. They’ve chosen to kick it off in collaboration with Hav Runners, one of the country’s most inclusive running communities, founded by Hav, known from the podcast Hav & Kamal. Together, they are launching a dedicated running collection.

The collaboration, set to debut in 2026, is driven by a single goal: to make running more accessible and inspiring for everyone, regardless of experience level. We spoke with Kasper Høj Rasmussen, co-founder of ARKK Copenhagen, about the brand’s direction, ambitions, and why Hav Runners proved the perfect partner to launch the ARKK Active universe.

Kasper Høj Rasmussen, Co-founder of ARKK Copenhagen (left), Merethe Hvam Madsen, Head of Marketing at ARKK Copenhagen (center), and Havshen Nabaz, better known as Hav (right).

Kasper, you’ve just launched ARKK’s first performance line, ARKK Active. Earlier this year, you also introduced a larger apparel line. Does this mean ARKK is no longer “just” a footwear brand?

“ARKK was founded as a footwear brand, and that remains at the core of our identity. But our vision has always reached further. Our customers have long asked for products that match a more active lifestyle – and expanding into apparel, and now ARKK Active, is a natural, strategic step. We’re not abandoning our roots; we’re building on them.”

How has it been received?

“The response has been very positive. Our first two apparel drops – launched in collaboration with Zalando – gave us valuable experience and showed there was interest in an expanded ARKK universe. With ARKK Active, we continue to see strong feedback from both existing ARKK customers and new ones who have become curious about our approach to performance and movement.”

What does the ARKK Active line include?

“The collaboration with Hav Runners features a complete running line with jackets, tights, shorts, performance tees, and selected accessories. The materials are lightweight, breathable, and built for speed – all while maintaining our clean, Scandinavian aesthetic. The collection is developed in separate fits for men and women, ensuring everyone can find something that suits their needs.”

You’re launching your first collection with Hav Runners. How did the collaboration come about, and why were they the right choice?

“We’ve worked with Hav before, so it was natural to continue the collaboration as ARKK Active began to take shape. Copenhagen is full of running communities, but Hav Runners stands out by embracing everyone – both new and experienced runners. The club reaches across the country and invites everyone to join. Our dialogue evolved organically because we share the same philosophy on movement: community first. That’s why Hav Runners were the obvious choice to help launch the ARKK Active chapter with us.

Hav Runners perfectly represent the running culture we want to build on: open, inclusive, and driven by community rather than just performance.”

What is your personal favorite item from the collection?

“My personal favorite is the running jacket. It captures the full ambition behind ARKK Active: technical performance, high comfort, and a minimalist aesthetic. It’s a jacket that performs on the run – but also works perfectly in many other situations.”

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SÆTTER has, in just a few years, emerged as one of Denmark’s most distinctive new design brands. Founded by Caroline Birk Bahrenscheer in the summer of 2020, it began with a single flea market find and has since grown into a brand featured in homes around the world.

The idea was sparked by a simple Instagram post, igniting a demand Caroline could not ignore.

Since then, SÆTTER has evolved from a niche object into a design icon, driven by intuition, craftsmanship, and an uncompromising eye for detail. Everything is locally made, and the company remains 100% bootstrapped.

In this interview, Caroline opens up about the courage to go independent, her creative process, her approach to quality and consumption, and the ambitions she holds for SÆTTER in the years to come.

Caroline Birk Bahrenscheer

Caroline, can you remember the moment the idea for SÆTTER first came about?

“The idea came to me after I bought and styled a flea market find. I was selling second-hand furniture on Instagram when I came across a shelving unit that would be perfect for displaying cups. After posting a picture, my inbox flooded with messages from people wanting the same or something similar. Five years ago, there was no such thing as a dedicated cup shelf – it was either a standard shelf or a cabinet. There was an enormous demand for a niche product that could showcase all the beautiful handmade ceramic cups people were collecting.”

…And when did you think, ‘This is what I have to do’? How did you get started?

“Four weeks later, I started looking for a carpenter who could help me bring it to life. It was quite challenging – many thought it was too complicated or expensive to make.

I set up a waiting list so people could sign up for the product once it was ready. Three hundred people signed up, and that was based on just a sketch. I found a carpenter who made the first 50 units, which I sold directly via Instagram. However, they found it too time-consuming to continue, so I was back at square one until I found a new Danish workshop that believed in the idea.

I ended up making 50 units without ever seeing a prototype – there simply wasn’t time. It was just before the Christmas season, and many people were already on the waiting list. For the first nine months, I sold exclusively on pre-order until I built up a stock. The company remains bootstrapped to this day.”

How would you describe your products?

“I see them as a new Danish classic, a modern design icon. I hope that, in twenty years’ time, it will be the kind of shelf people hope their parents have kept in the attic.”

How does your creative process work – from idea to finished product?

“It’s very intuitive. I let ideas accumulate in my mind, drawing inspiration from everything – YouTube, travels, second-hand finds – and suddenly an idea appears, so vivid and clear that I act on it.

Patience can be difficult, but I always follow my gut. Even if it means going in the exact opposite direction … that’s what I love. I don’t work according to seasons, but based on what I feel is missing in the market and in my own home.”

Where do you sell your products?

“I sell them exclusively through my webshop, with one exception: LOUISIANA. There, you can purchase a special SÆTTER x LOUISIANA edition.”

You’ve previously said that we need to get used to paying for better quality. Could you elaborate on that?

“In Denmark, we are extremely focused on discounts and sales, while at the same time wanting local production, sustainability, and high-quality materials. It simply doesn’t add up.

If we want locally produced items made from good materials, we can’t expect to get them at a 60% discount. I would rather make fewer, better products. It’s about quality over quantity.

I don’t aim to sell my products to everyone, but to those who value design, quality, and limited production. In general, we should consume less. If you’ve saved up for a special piece of Danish design, I believe you’ll appreciate it even more, take better care of it, and pass it on.

Although SÆTTER started with a trend, I don’t want it to become a trend-driven brand. I want it to be known for its quality and design.”

Beyond shelves and boxes – could you imagine expanding your product range?

“Absolutely. I have many sketches waiting to be realized. But being a bootstrapped company brings challenges when you want to invest in something new.
Packaging, in particular, has been a very costly item, so it’s not always easy to create a new size or entirely new product, as people might think.

It’s also important to me that any addition comes with the right intention and a strong product I truly believe in – not just ‘pillow, candle, napkin’ type items or 100 new SKUs we may not need. Less but better, and everything in moderation.”

What inspires you?

“I use YouTube a lot and upgraded to Premium because I don’t want to be interrupted in what I choose to watch. I watch architecture, design interviews, interior content, and creators from Japan and Korea. I love their aesthetic.

I also enjoy visiting museums or interesting architectural sites. And I often browse real estate listings from around the world, especially homes designed by original architects.”

How do you define a good working day?

“A good working day is one where I’ve had time to focus deeply on tasks, create something, and move my body.

I often make a proper breakfast when I return home after dropping off our three children. The first hour, where I settle into my inbox with some nourishing food and a cup of coffee – that sets the tone for the day.

Breaks and movement are essential. It’s so important to get out of your head and into your body. The best ideas never come in front of the computer, but when I take a walk in the forest or a session at the gym. When the mind disconnects, it opens up to so many new ideas.”

What do you dream for SÆTTER over the next 3–5 years?

“I dream of new products and exciting collaborations like the one with LOUISIANA. The design is so scalable that the possibilities are endless.

I also dream of expanding into Japan and Korea. I love their aesthetics, and I can see SÆTTER fitting in perfectly there – and I’m already seeing strong interest from both countries.”

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Back in August, dontt.dk introduced Mathias “Zanka” Jørgensen and Nanna Marie Jatta’s new venture: Bobben’s Dept.
A children’s clothing brand born from the idea of fewer, better pieces — inspired by their son Axel and a mindset rooted in quality over quantity.

A few months on, we caught up with Zanka in Los Angeles, where the family is now based, to hear how life — and the launch — have unfolded.

So, what does it really take to build a children’s brand from scratch?

Mathias “Zanka” Jørgensen Jatta

Mathias, let’s start with everyday life. How’s life in LA?

“It’s hard to complain when the sun is shining — even in November. There’s a pool in the backyard, our son is happy, so really, no reason to. Moving here to play and live was an exciting opportunity that both Nanna and I could see ourselves in. After so many years of moving around for football, this felt like something bigger — an experience for the whole family.

We get a lot of visitors from Denmark, which is great, but you can definitely feel the distance. There’s a nine-hour time difference, so people back home are living in a completely different rhythm.”

You’ve now launched Bobben’s Dept. How has it gone so far?

“It’s gone really well. We’re incredibly grateful for the response we’ve had — both around the launch and from customers since. It’s been a steep learning curve, that’s for sure. How do you keep that initial excitement alive? How do you turn attention into actual sales? It’s a completely different world.

But from the start, Nanna and I agreed that we wanted to learn by doing — to make mistakes, learn from them, and keep going. You can’t know everything from day one.”

What has surprised you most about building a clothing brand from scratch?

“Well, partly what I mentioned before. How many people are constantly browsing, adding items to their carts, but then hesitate to buy. I assumed more would just purchase right away. But, of course, that’s something we all do ourselves sometimes.

Beyond that, it’s been eye-opening to see just how much time goes into creating good content. So many hours, both in planning and execution. I’ve developed a new respect for people like you, who spend so much time behind a screen.”

How do you and Nanna divide responsibilities within the company?

“At the start, we just took things as they came. It was meant to be fun and exciting. We had the privilege of letting things take the time they needed to be done properly. We’ve put a lot of care into it.

As the launch approached, it became clear that we needed to split responsibilities. We couldn’t be involved in every decision together. There were even a few more debates at home than usual,” he says with a smile.

“Now it’s Nanna and Cecilie, who are also part of the project, managing branding and graphic design, while I focus more on the products, styles, and functionality. Of course, things need to look good, but function is crucial when you’re designing children’s clothing. You mentioned your daughter’s trousers with the adjustable waistband before — these are details you only really notice once you become a parent.”

And you also have a team based in Copenhagen?

“We are based in Copenhagen. The company is registered there, and that’s where we feel at home. At the same time, it’s invaluable to have people just a phone call away if you need to find the right supplier, get the right pricing, navigate Shopify, or handle any of the countless other details.”

How do you see the brand evolving over the next few years?

“That depends on a lot of factors, like when we move back home. That’s a certainty – I don’t want to deprive my son of growing up in Copenhagen.

So the answer to your question is that we’ll be spending the next period developing products, gearing up the company for a lot of new initiatives, and creating things that people can really engage with. We have many ideas for the kind of community we want to build and contribute to.

For example, in December we’ll be hosting three events. We tried it out a bit during the summer, and it was a huge success. We expected around 100-150 guests, but it ended up being closer to 600-700. That was really exciting.”

Who inspires you?

“Good products. Quality. Things that last. As we mentioned in the last article, we’ve personally been buying into the idea of building a smaller wardrobe – but one made with higher quality and no expiry date. If I had to name people, it would be those who are truly entrepreneurial. Take Andreas von der Heide, for example. He managed to carve out a distinct space in the market for Les Deux and really signalled, ‘This is the way forward,’ and then just kept going.

There’s Philip Lotko and Daniel Brix from Rains. I was just in New York recently, and it’s pretty amazing to walk past a Rains store there.

And then Nicolaj Thomsen and the guys from Another Aspect. They’re not playing in the same financial league as Les Deux or Rains, but the kind of movement they create from within their community is super impressive. They’re so confident in their concept, and yet they keep evolving in all the right ways. Whenever I’m in Copenhagen, I always stop by their place.”

And speaking of Copenhagen. We’re sitting here in the middle of a Champions League round – how much do you keep up with FCK these days?

“I follow closely and read most of the updates. Practically speaking, it’s difficult to watch the matches because of the time difference. For example, I only managed to catch about 15 minutes on my phone in the locker room when we faced Leverkusen. But there’s no doubt how much FCK means to me.

I still struggle a bit with using yellow in our collections, which is a little silly in hindsight.

But I’m really looking forward to one day passing my love for FCK on to my son. Experiencing those afternoons in Parken that I only ever really got to enjoy from the pitch myself – I can’t wait for that.”

Vi glæder os til at følge Bobben’s Dept, Nanna og Zanka videre i deres rejse!

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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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Since 2010, Woodbird has quietly established itself as one of Denmark’s most reliable fashion brands. Not through flashy gestures, but through a persistent focus on product, culture, and community. Today, the brand stands strong both in Denmark and abroad, carving out a space between Scandinavian minimalism and Asian influence.

Woodbird sees itself as a cultural brand rather than a traditional fashion label. With roots in both East and West, it strives to foster a more global, cultivated, and inclusive worldview.

At the helm is Chung Wai Cheung, driven from the start by a unique mix of intuition, energy, and hard work. Born in Denmark with roots in Hong Kong, he has built a brand that bridges worlds and narratives.

In conversation, Chung recounts his journey from a business school student with dreams of starting his own company to founder and CEO of a brand now sold in 16 markets. He speaks about learning through mistakes, standing by his decisions, and why a strong culture matters more than KPIs.

Chung is the kind of person you could spend hours with. He dives into detail while always keeping the bigger picture in mind: culture, people, and perseverance. Meet him here on dontt.dk.

Chung Wai Cheung, CEO & Founder, Woodbird

What did you dream of as a child?

As a child, I dreamed of becoming a professional footballer. It was a huge part of my youth. I was a fairly decent player, and of course, there were my friends too, so it felt natural to dream of that life.

Later, I also considered becoming an accountant because I loved mathematics and seeing tangible results. It made sense to practice and work hard. The common thread was always that when I committed to something, I gave it 100 percent.

That mindset has stayed with me ever since, and it continues to guide me at Woodbird.

Before founding Woodbird, Chung held several positions within the fashion industry. He gained a deep understanding of the dynamics at every level — from working on the shop floor to managing distribution, sales channels, and brand collaborations. It was this experience that laid the foundation for the journey that would eventually lead to Woodbird.

How did the idea for Woodbird begin to take shape?

It’s always interesting to reflect on this in hindsight, when you’ve learned so much along the way. It’s been a long journey to get here.

My interest in fashion started early. I remember being tasked with organising a fashion show at business school, and I threw all my energy into it. It sparked the same kind of excitement I had felt with football. I loved the feeling of creating something visually and seeing how people reacted.

After business school, I worked in a clothing store, quickly moving from trainee to store manager, which eventually led me to start my own agency. We both represented other brands and developed our own products. That’s where I got a taste of the entire machinery — everything from design to sales, negotiations, and building relationships. I approached it with the goal of creating products that would sell. Honestly, it was business before brand at the start. All that groundwork became the foundation for what would later become Woodbird — a completely new, huge challenge.

Building a coherent brand universe from scratch was something I had to learn along the way — through trial and error, adjustments, and dedicated effort. In many ways, that has been at the core ever since.

How did your upbringing and family influence your independence and work ethic?

My parents ran a restaurant, and I grew up in the middle of it. They worked when everyone else had time off, and I started helping out early. At 12, I was responsible for washing dishes and other practical tasks. It taught me responsibility and not to shy away from hard work. The way I grew up shaped me a lot. I don’t remember it as a negative experience, but I was made to be self-reliant from an early age.

It’s always interesting to hear what we each carry with us from home, but today let’s focus on Woodbird. Which milestones stand out in the brand’s journey?

Fortunately, there have been many. They aren’t always the biggest on paper, but some stand out immediately.

One was entering the Dutch market as our first export destination, which showed us that our products could sell beyond Denmark.

Being stocked on Zalando at the time was another major moment.

Early on, we managed to sell 15,000 pairs of trousers in Denmark — a product that opened many doors and caught the attention of others in the industry.

But one of the biggest turning points came in January 2021, when I hit a wall and began to doubt whether we were in the right place. That low point became the beginning of Woodbird 2.0: we clarified our DNA, focused on personality, and communicated more clearly who we are. It changed everything.

In fact, that shift matters far more than the initial results I mentioned — it laid the foundation for everything that followed.

So, how does the business look today?

Factually, we are present in 16 markets and have grown steadily every year. The industry has gone through a lot over the past five to six years, so I’m naturally pleased with that.

There’s a strong energy around our brand, which I’m proud of. For me, it’s about respect — for the product, our customers, and our partners. We place a high value on culture and community, but that also comes with responsibility.

Last but not least, we have a strong team, which is the most important ingredient in building a great culture.

You mentioned the challenges in the industry. What do you see as the biggest change in fashion right now?

“The industry has become far more unpredictable. Consumers often know what they want before even entering a store, and this is true online as well. You can no longer rely on the product alone; the brand must own the story and the culture. You can see this in which brands have been most successful over the past few years.

We invest in storytelling and relationships, and that creates resonance. I think that’s the biggest change I see.

For Woodbird, it means we prioritize people before product.

We see ourselves as a culture brand. We don’t use lifestyle markers like music or sport as references, but instead work with culture as the core element — food, socio-culture, behavior, and humor. Not to point out differences, but to build bridges and foster a more inclusive way of seeing the world.”

What keeps you motivated?

It’s the team. The energy and dynamism we have internally makes me proud. Building something together and seeing people grow—that’s my driving force. Our culture has never been stronger, and it reflects in everything we do—sales, collaboration, events. We work with partners across Europe and push each other to improve. Internal competition is often healthy when it raises the bar for quality.

Where do you find inspiration right now?

Much of my inspiration comes from intuition and spontaneous ideas. I’ve always trusted my gut, and often it’s the small, unexpected inputs that spark something new.

A large part also comes from my colleagues. When you speak openly, share ideas, and even dare to disagree, magic happens. It’s in that dialogue and shared drive that the best ideas are born, often taking directions you didn’t anticipate.

The energy and spontaneity that emerge within the team inspire me daily and keep creativity flowing, both in everyday work and in larger strategic decisions.

What are your ambitions for the next few years?

Internally, we say we want to conquer the world—but with focus. We aim to build a strong Woodbird culture, not just maximize sales. That means saying no to certain opportunities so we can nurture the ones we have. We pursue meaningful growth, not growth for growth’s sake. It’s about staying true to our DNA and creating something we can be proud of.

We’re excited to follow Woodbird and Chung on their journey. Stay tuned here at dontt.dk.

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The Danish brand Rains continues to draw international attention. Last week, the company expanded its footprint with new store openings in Amsterdam, Paris and Stockholm — unveiling its latest retail concept across Europe.

It follows a move that made headlines earlier this year, when co-founder Daniel Brix Hesselager returned to the role of CEO. At the time, he told dontt.dk that he wanted to “get back on the entrepreneurial path.”

And it seems he meant it. Speaking to Vogue, Daniel elaborates on the transformation currently unfolding at Rains: “It’s not just about me, but about the transformation we’re leading at Rains right now – with retail expansion at its core. It’s a major shift, and it’s happening at a pace that only an owner can truly take responsibility for.”

Daniel Brix Hesselager, CEO & Co-founder, Rains

The transformation sees Rains evolve from a traditional wholesale brand into a fully integrated 360-degree retail model — one that encompasses everything from product range and logistics to store concepts and the customer journey. The brand is moving from two main seasons to four, introducing twelve annual deliveries with monthly drops designed to spark curiosity and strengthen the connection with consumers.

Daniel Brix Hesselager explains:

“We’re expanding from mainly outerwear and bags to a complete lifestyle universe that includes ready-to-wear, home decor, footwear, skiwear and activewear. We want to invite customers to explore the Rains universe on a deeper level.”

According to Daniel, the shift is not about leaving wholesale behind, but about strengthening the ecosystem around the brand. Today, Rains maintains an even balance between its own channels and external partners — a balance that will remain, though with a renewed sense of evolution.

“The goal isn’t to cut anyone out, but to lift the entire brand together.”

Rains was founded in 2012 by Daniel Brix Hesselager, Philip Lotko, and Kenneth Davids. The latter remains a member of the board, while Philip Lotko continues to play an active role within the company.

Daniel concludes:

“We are fully aligned. Philip focuses on outward-facing activities — marketing, brand development, and expansion. We built Rains together on a simple business model, but to grow, we needed to rethink everything. I believe in the new vision, and I’m confident we will see a completely new Rains emerge on the other side.”

You can also read the full article, “How to complete a corporate overhaul in six months: The Rains way,” here.

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Sirène blends technology and lifestyle to create everyday security while empowering confidence and the freedom to move without fear.

At its core, it is a personal safety device that can summon help in threatening situations. But it is much more than that: it’s about the fundamental right to feel safe and free, wherever you are.

Driven by a clear mission, Sirène and its founder, Caroline Louise Lilleør, have already made a tangible impact – including saving lives. Now part of the tech company OOONO, the brand has quickly established itself on international markets, with partnerships including Adidas.

We met Caroline Louise Lilleør over coffee at Sonny in Copenhagen to hear her story and her vision for Sirène.

Caroline Louise Lilleør

Caroline, in short – what problem are you trying to solve with Sirène?
“I have a burning desire to reduce feelings of insecurity and to strengthen people’s sense of safety – to the point where no one has to question whether they can walk alone in public, which in many ways is a basic human right. Sirène is and will always be a confidence-boosting product.”

Are you a tech company?
“We are a lifestyle-tech company. We use technology to develop products that fit naturally into everyday life and make a real difference. Our goal is to create solutions that provide people with a safer daily experience and enhance their freedom to move freely. Sirène was developed from experiences where freedom was taken away, which is why we first and foremost see ourselves as a lifestyle brand – because what we work for is about protecting something fundamental: the right to feel safe and free.”

Do you have any particular experiences from users or customers that have confirmed the importance of what you do?
“I have had several experiences that have stayed with me deeply, in a positive and life-affirming way. One of the most striking is that, as far as we know, Sirène has helped save two lives. Both individuals suffered cardiac arrest but were able to activate Sirène before collapsing.
Receiving calls from both the survivors and their relatives is an experience that truly touches the heart. It makes me immensely proud of what we have created.”

Who is your product for? Who uses it?
“Our product is for anyone who needs a little extra sense of security in their daily life – whether it’s on a run, walking the dog, or simply moving from A to B. Sirène is designed to provide that reassurance.

Today, it is used daily by both a 17-year-old young woman and a 60-year-old man. Different routines, same need. It’s both fascinating and eye-opening – frankly, at first we thought our primary audience would be women between 16 and 30. It turned out to be slightly different, and you have to adjust your marketing accordingly.”

In 2021, you became part of OOONO! What has that meant for Sirène?
“Without a doubt, it allowed us to enter the market as quickly as we did. We have been able to stay agile and adapt both the product and marketing to users’ needs. OOONO has grown into a large operation where almost everything is done in-house – from content to software – which is a huge advantage for a young company like Sirène.”

Your biggest market is Germany? Was that planned, and which markets are you focusing on?
“Both yes and no. We had originally hoped to succeed in Denmark first, but we saw a strong need in Germany and deliberately went after that market to test our theory. In the two months leading up to the launch, we focused all our energy on collecting email addresses from people who wanted to pre-order Sirène. It went so well that we sold out just 36 hours after the official pre-order launch – an incredible experience.

Today, our service is available across Europe, but my eyes are especially on the UK, where I expect our next launch to be. I can’t say more at this stage.”

How do you see Sirène evolving over the next few years?
“In a few years, Sirène will be an even larger lifestyle product, available across much of the world, both on the street and at home. We have entered into B2B agreements that will play a significant role in both Sirène’s development and the growth of our company.”

Who inspires you?
“Negin Mirsalehi is a huge inspiration for me. She hasn’t just built a strong personal brand, but also a solid business with Gisou. I’m particularly fascinated by their marketing and campaigns. Their style is consistent and gives me the perfect 80s and 90s vibe – pure nostalgia for a 90s kid like me.

Additionally, I’m inspired by Anna, Camilla, and Emma, the founders of Female Invest. They represent both an important mission and an indescribable power.”

What advice would you give to others who dream of starting something but hold back?
“It’s always a good idea to start something while you’re still a student. Your student grant is your salary, you have professors and lecturers to spar with, and you can even write assignments based on your business. I did this myself, and it worked really well!

Beyond that, you learn an incredible amount from building something completely from scratch. My advice is to map out your network: write it down, mark who can help in which areas, and use it actively.
And if you need capital, I would always recommend pitching to investors relatively early – but do yourself a favor and find an active investor, not a passive one. An active investor can bring invaluable experience that helps you avoid critical mistakes.”

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Copenhagen-based SAYSKY has firmly established itself on the global stage, now stocked in over 90 stores across Japan, with an even larger presence in Germany and the UK.

The brand is launching its second global collaboration with PUMA – a rare achievement for a Danish company.

We spoke with Lars C. Pedersen, founding CEO of SAYSKY, about the reception of the collection during Chicago’s marathon weekend, and what this partnership means for the brand’s international ambitions.

Lars C. Pedersen, founding CEO at SAYSKY

Lars, how was Chicago during marathon weekend?

“Insane. 54,000 runners, families, brands everywhere – a city alive with running culture. We kicked off the marketing build-up for Puma x SAYSKY – Drop 2 with a social run that brought out 150 runners.

We started and ended at the legendary Chicago Burger Diner, Billy Goat, to create the energy we love ourselves – authentic and down-to-earth, filled with chatter, laughter, and high-fives. I ran the iconic marathon myself and set a personal best of 2:44 – for me, it was an unforgettable weekend, fully approved in every way.”

You’ve just launched another collaboration with PUMA. What reactions have you received?

“Overwhelming. Our community responded with an outpouring of ‘fire’ emojis and countless ‘finally!’ comments on Instagram. Several athletes and personalities ran in the collection during the marathon, and seeing people take to Chicago’s streets in our race kit was, and will always be, incredible.

I’ll never quite get over the fact that people choose clothing we’ve created when they’re performing at their absolute best. To have that kind of trust is always special – but SAYSKY really is the very best of the best.”

What does it mean for SAYSKY to land another global collaboration?

“It’s a strong mark of quality. For a brand of Puma’s scale to recognize that we have something they can work with is, of course, very satisfying.

It confirmed that our first collaboration delivered – and the feedback that a second edition is now coming proves that the combination of Puma’s reach and SAYSKY’s DNA works.”

Can you feel that this collaboration is opening more international doors?

“We can definitely feel the extra marketing muscle: more international doors are opening, more athletes are noticing us, and we’re getting more global shelf space – all without compromising our own voice.

2025 will be another strong year for SAYSKY – we haven’t arrived here by chance, and it’s exciting to see how my team continues to deliver at a high level.”

What does the collection consist of?

“The collection actually includes 29 styles, all built from the ground up. Three shoe models for men and three for women. The apparel ranges from race silhouettes to training silhouettes, as well as ‘off-court’ styles. Together, we’ve created a striking all-over print that beautifully blends leaves, origami, and camo. We’ve also incorporated hand-drawn graphic elements, like Puma’s cat and the magical star – these anchor the design while taking our expression, in my handwriting, one step further in a SAYSKY-authentic way. It’s very personal when something comes directly from my hand, so it’s rewarding to see it received so well.”

Do you have a favourite item?

“Two, actually. A long coach/travel parka, which is unusual for a running brand – but for us, running culture extends beyond training. Running doesn’t stop at the track. The parka is 24/7/365 and part of many people’s identities.

The theme of this collection is precisely ‘more than a race’ – SAYSKY is more than just running, which is why I’m particularly proud to have this iconic jacket.
The second favourite is the Fast-R 3 race shoe. It features the signature all-over print and is currently considered by enthusiasts to be one of the fastest running shoes in the world, which makes it a standout. That shoe deserves to be in glass and frame.”

Why does the PUMA x SAYSKY collaboration make sense – again?

“Because we each bring something genuine: Puma’s global power and our Scandinavian purity, attitude, and love for running. Together, we create products that push boundaries – products you can run fast in, train hard in, and live in. Performance and style are combined in a unique way and sent out across the globe.”

Organic growth has taken SAYSKY from Copenhagen to the world.

Read our in-depth interview with Lars C. Pedersen, founding CEO, about his journey and ambitions for SAYSKY.

Read more here.

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