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Upgrades is our new monthly format – a few shortcuts to a slightly better everyday life.

Simply put, it’s five things we own, love – or just genuinely feel like recommending. It probably won’t make you a happier person, but hey, sometimes a little goes a long way. It’s about the products and the people behind them.

In short: Upgrades, tested and loved by us.

When telling the story of Vipp, you have to go all the way back to 1939. The young metalworker Holger Nielsen created the now-iconic pedal bin for his wife’s hair salon. Customers commented on the beautiful waste bin, and so it went into production. The years have passed, and today, you can’t talk about Danish design without mentioning Vipp.

The universe surrounding their products could be an article in itself – but right now, we just want to recommend their beautiful Swivel Chair. Not only does it aesthetically enhance any room, but it’s also incredibly comfortable to sit in. We’re thinking office… but surely it works at home too?

There are several variations available, with prices starting just below 6,000 DKK.

Swedish Aarke has released another color of their hit Carbonator 3. The carbonation device that turns water into sparkling water – and is actually something you’ll want to keep out in the open, both at the office and in the kitchen. It works without electricity and is as stylish as it is practical.

Danes have embraced Aarke’s products as if they were IKEA and Spotify. The new color Burgundy will hit stores in April – along with the already many beautiful colors.

Aarke was founded in 2013 by Swedish industrial designers and friends Jonas Groth and Carl Ljungh.

SharkNinja is a relatively unknown and underrated brand here, although it is a market leader in several other countries. The company was founded in 1994 and is now a global brand, known for its two main labels: Shark, which focuses on cleaning devices, and Ninja, which specializes in kitchen equipment.

Their cordless vacuum cleaner, the Shark Stratos, delivers both power and functionality. With Anti Hair Wrap technology, you no longer have to remove hair from the brush roll, and Clean Sense IQ automatically adjusts the suction power as needed. It’s easy to use, the features are intuitive, and it’s simple to clean and empty after use.

DuoClean technology ensures it works efficiently on both carpets and hard floors, like those in the kitchen. As the highly informative cardboard box tells you, the battery lasts for an hour, but our test actually showed it lasts longer, so that’s a plus.

The vacuum can be bent to easily get under the sofa, and the top can be removed, making it a handy handheld vacuum for cleaning between cushions, behind the sofa, or even in the car.

Even though we’re approaching sun and summer, the only thing that’s soon certain in this world is that we won’t entirely escape a lot of rain in Denmark. We all know those poor “advertisement” umbrellas that can’t handle a Danish breeze.

The Danish company DRIP has solved that. They’ve created a durable quality umbrella with a rarely beautiful design, and for just under 400 DKK, you get something that actually lasts. Recently, they collaborated with the Danish rising star SOEREN LE SCHMIDT – but they also offer the reliable, solid colors.

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Last week, Amsterdam Fashion Week (AFW) announced that it will implement a series of sustainability measures in the fashion industry, inspired by Copenhagen Fashion Week.

Specifically, this means that AFW – in collaboration with Copenhagen Fashion Week (CPHFW) – will adopt the sustainability requirements developed by CPHFW into their official show calendar. Additionally, they are forming a partnership aimed at promoting these initiatives across the Nordic and Benelux markets.

Cecilie Thorsmark, CEO of Copenhagen Fashion Week, says:

“We are excited to announce our partnership with Amsterdam Fashion Week, especially so soon after our collaboration with the British Fashion Council. With this new alliance, we further anchor sustainability requirements in Europe and work more closely together on shared goals and a common language. This partnership is not only about creating a more unified industry – it also emphasizes the fashion industry’s unique role in driving positive change.”

Danie Bles, CEO of Amsterdam Fashion Week, adds:

“At AFW, sustainability is at the core of everything we do. Sustainability is not an option – it is the future of fashion, and we are already shaping it today. That is why we are incredibly proud to announce our partnership with CPHFW. By joining the sustainability requirements, we are aligning with other fashion weeks to support designers in taking concrete, measurable steps toward a more sustainable future.”

The measures will be fully implemented by September 2026, but already at the upcoming Amsterdam Fashion Week, around 30 brands on the official show calendar will be evaluated based on the sustainability requirements.

Iconically, the partnership with Amsterdam Fashion Week comes at a time when Copenhagen Fashion Week has recently been the subject of debate following DR’s broadcast “Jorden kalder: Klima på catwalken?” The program raised the question of whether fashion can even be sustainable – but it wasn’t necessarily the content that sparked the biggest debate.

In the broadcast, a journalist attempts to confront CPHFW’s CEO, Cecilie Thorsmark, in front of a fashion show – an approach that has been criticized for resembling a sensationalist pursuit rather than objective journalism. Thorsmark later expressed her surprise at DR’s methods and explained that she would have been open to an interview had she been contacted directly.

“I think it becomes a very constructed scene,” she told Berlingske, calling the incident “absurd” in an Instagram post. The criticism has since turned toward DR, who admitted they only contacted Cecilie Thorsmark directly after the incident at the Han Kjøbenhavn show – but denied that the pursuit in the broadcast was staged.

You can read more at Berlingske here.

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The EIC Summit 2025 was held in the heart of Brussels, bringing together Europe’s most innovative thinkers to discuss the continent’s future in technology and development. The key question on the agenda: How can Europe reclaim its leadership in innovation? With a guest list of startups, founders, investors, politicians, and media professionals, the ambition was clear—to turn words into action.

The summit took place in a historic park house by the city’s canals, but the setting stood in stark contrast to the current challenges. While Europe talks about future solutions, the rest of the world is moving forward. The timing could hardly have been more symbolic—just one day after Donald Trump announced new tariffs. The need for European action is urgent.

The opening speech by Ekaterina Zaharieva, the EU’s first Commissioner for Startups, Research, and Innovation, set the tone from the start: “We need to step up. We need to shift into a higher gear. Europe should be the best and most innovative.” A clear call to action—talk is no longer enough.

Ekaterina Zaharieva, the EU’s first Commissioner for Startups, Research, and Innovation

One of the standout moments at EIC Summit 2025 was a panel discussion featuring Enrico Letta, President of the Jacques Delors Institute and former Italian Prime Minister, alongside Carlos Moedas, Mayor of Lisbon. The debate was moderated by Anita Krohn, CEO of DSD AS Group and Vice Chair of the EIC Board.

Enrico Letta began with a critical look inward: “Europe consists of 27 countries – some small, others that haven’t realized they are small. Individually, we are nothing when facing global powers like China and the U.S. We should stand more united, yet instead, we create rules for and against each other. Overregulation is holding us back – there are simply too many useless rules.”

Carlos Moedas agreed that bureaucracy is stifling Europe’s ability to innovate: “We love Europe, but we will never be world leaders if we don’t clean this up.” At the same time, he emphasized that Europe remains a safe haven for many and that cities like Lisbon are leading the way with initiatives such as Unicorn Factory Lisboa – a concept that any major European city could learn from.

The panelists all agreed on one thing: Europe has the potential, but action is needed now.

The Mayor of Lisbon, Carlos Moedas, was invited due to the remarkable success of Unicorn Factory Lisboa. In short, the initiative was launched in 2022 by Lisbon’s city council with the goal of positioning the city as a leading innovation hub in Europe.

The initiative provides a platform of programs and hubs that support startups and scaleups in developing strong business models, optimizing processes, and achieving sustainable growth. With success stories like Rauva, Neuraspace, and Bhout, Unicorn Factory Lisboa has already established itself as a key driver of innovation. Through targeted initiatives, the project has attracted entrepreneurs and investors from around the world, creating a dynamic framework for international scaling.

Former Italian Prime Minister Enrico Letta

Anita Krohn & Carlos Moedas

Another highlight of the EIC Summit was the presentation of the EU Prize for Women Innovators – an award that honors female pioneers in innovation and entrepreneurship. The prize was presented by EU Commissioner Ekaterina Zaharieva and celebrates women who, through their ideas and leadership, are pushing the boundaries of European innovation.

“Congratulations to the winners of the 2025 European Prize for Women Innovators! For eleven years, we have celebrated exceptional women driving innovation and entrepreneurship across Europe. Their bold ideas and leadership are breaking barriers and inspiring future generations of innovators,” Zaharieva said at the award ceremony.

You can see the winners here.

Next week, you can read even more about the EIC Summit on dontt.dk!

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There was a special energy in the air last week as Zalando and the iconic designer brand Diane von Furstenberg brought together representatives from across Europe in the heart of Berlin.

In an exceptionally elegant venue, history and future merged as the new partnership between the two was unveiled. In short, Zalando and DVF have entered into an agreement that grants Zalando the exclusive rights to distribute Diane von Furstenberg across its 25 European markets.

With this, Zalando takes yet another strategic step in cementing its ambition to become the leading platform for designer brands in Europe, while DVF gains the opportunity to introduce its iconic designs to a new and younger audience.

The legendary Diane von Furstenberg (78) was present in Berlin herself, hosting a talk about her expectations for the partnership, as well as her journey and her mantra, “Woman in charge.” You can read more about that later in this article.

Photo: Diane von Furstenberg

Photo: Lena-Sophie Röper, Zalando

Lena-Sophie Roeper, Vice President Designer at Zalando, shares her thoughts on the collaboration:

“Having worked with DVF for several years, I’m delighted that Diane has now fully entrusted us with her distribution as their Europe-exclusive retail partner. This partnership is a true milestone in our efforts to build an inspiring and elevated assortment, as well as an innovative shopping experience for the next generation of designer customers.”

The undisputed highlight of the evening was the conversation with Diane von Furstenberg, who took the stage alongside Lena-Sophie Röper, Vice President Designer at Zalando, in a discussion moderated by author and director Alexandra Bondi de Antoni.

The conversation revolved around DVF’s legacy, the brand’s new era, and, most importantly, her lifelong mission to empower women.

Diane began by reflecting on a quote from her book Own It – The Secret of Life: “Each of us is the woman on the other side of the room.” She explained: “We see a woman who appears confident and strong, but in reality, she is looking at you and thinking the same. We are all that woman.”

She also shared personal stories about the women who shaped her, especially her mother: “My mother was a great inspiration. She was strong and taught me never to be afraid.” And about Diana Vreeland, the legendary editor-in-chief of Vogue: “When I came to New York, she was incredibly important to me. She believed in me.”

Photo on the left: Magazine cover from 1976
Photo on the right: Diane von Furstenberg & Jon Nedza at the event in Berlin

As the conversation shifted to the new partnership with Zalando, Diane was clear about her vision: “I took full control of my company earlier this year, and it was important to find a digital partner who could support my product and my story. Zalando is only 16 years old, but they do everything right. There is so much we can do together.”

Lena-Sophie Röper followed up with her personal connection to the brand: “When I moved to New York to work in the fashion industry, one of my first purchases was a DVF lavender silk dress. I still have it.” She emphasized how the collaboration is based on shared values: “Diane shares so much with Zalando – we both want to give people confidence through their style.”

The conversation ended with Diane’s four pieces of advice for being a woman in charge: know who you want to be, have confidence, own your story, and remember that kindness is currency. She left the audience with a powerful reminder: “We live in a chaotic world, but more than ever, it is important to be true to ourselves, to be honest, and to be kind. Light will always win over darkness.”

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The Danish juice chain Joe & The Juice has expanded its board with a new member. This is not a replacement but an expansion, increasing the number of board members from seven to eight. The new addition is American business executive Jennelle Tilling, who is described as a top-profile leader by U.S. media.

Jennelle Tilling has previously held senior positions at industry giants such as Nestlé and Yum Brands, the company behind KFC, Pizza Hut, and Taco Bell. Since then, she has served on several boards, including the British real estate company Shaftesbury Capital and the Guide Dogs for the Blind Association in England.

Joe & The Juice is owned by the American private equity firm General Atlantic and still maintains a Danish presence on the board with Tue Mantoni. In January, investor Nassef Sawiris, Egypt’s wealthiest person, stepped down from the board and appointed his daughter, Nadia Sawiris, in his place. You can read more about that here.

The board expansion comes at a time of great ambition for the juice chain. CEO Thomas Nørøxe has previously revealed that the goal is to have 1,000 stores by 2028, which would more than double the current size. According to Nørøxe, there is potential to reach this goal through strategic acquisitions.

“We are open to acquisitions in specific markets. It could be entire chains or a certain number of units that we acquire. What matters is which locations we get in the deal. That’s what we are interested in,” he says.

Joe & The Juice has expanded significantly in recent years, and with a strengthened board and the backing of a private equity firm, the company appears to be aiming for an even larger international presence.

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Hjalte Wieth made a name for himself as one of Denmark’s most promising entrepreneurs when he co-founded SOUNDBOKS. Later, he and his wife, Julie, launched Plugin Heat Club – a space that would become much more than just a sauna club. Combining heat, cold, and community, Plugin Heat Club has sparked a movement that attracts everyone from students and business professionals to athletes and beyond. Demand has been overwhelming, and now they are opening their second location.

To lead this growth, they have brought in Patricia Plesner, who – despite her young age – has already served as CEO of EcoHotels.com.

We spoke with Hjalte and Patricia about their journey, why sauna rituals and ice baths are more than just a trend, and how they plan to expand while preserving the soul of the community.

Hjalte Wieth, Plugin Heat Club
Photo series by Frederik Valentin for dontt.dk

How would you briefly describe Plugin Heat Club?

Hjalte: “Plugin Heat Club is not a sauna club. It’s a collective wake-up call.

We use heat and cold as gateways to something much bigger: connection with the body, presence in the moment, and community with others.

Plugin Saunagus is a new level of the classic infusion session—an experience that feels like a mix of a concert, meditation, and total reset.

We started five years ago with breathwork on the living room floor of an apartment in Nørrebro. That turned into a mobile sauna on a trailer, which we drove around—and from there, we built our first zone in Sydhavn. Now, we’re opening another oasis here on Amager.

We’ve dreamed our way here. One plank at a time. And it’s still 100% owned by people, not investors.

We’re creating a new normal. And we mean it.”

Patricia Plesner

How would you describe your typical guests – who comes to Plugin Heat Club?

Patricia: “The short answer? Everyone. But the long answer is much more interesting.

At Plugin, community isn’t about age, title, or background – it’s about a shared need for calm, presence, and reset in a busy world. Our guests come from all walks of life: from students to entrepreneurs, elite athletes, politicians, and business professionals. We’re also seeing a growing interest from companies that want to offer their employees the kind of space we provide.

At its core, it’s all about giving people access to a space where they can truly be themselves – no pressure to perform, no distractions. Just heat, cold, and connection. With themselves and with others.”

Is there a particular lifestyle trend you’re tapping into right now?

Patricia: “Saunagus and cold plunges are definitely trending – but we’re building something much deeper than a trend. For us, saunagus is just one of many tools to create balance.

We’re seeing more and more people searching for deeper meaning, calm, and community in a world that often feels superficial and pressured. That’s why we’re making a huge investment in our team – both in their professional and personal development – because it’s the human connection that ultimately makes all the difference.

The potential lies in the fact that we’re not just creating a place to visit – we’re creating a culture. A counter-movement to the constant pace and demands of modern life. A place where recovery and presence aren’t luxuries, but necessities.

We believe that spaces like ours will become increasingly important in the future – both for the individual and for the community. Because when people are given the space to breathe and be themselves, something special happens.

That’s where we see the greatest value – and that’s where we’ll continue to focus our efforts.”

You’ve experienced great demand and have been lacking space – now you’re opening your second location. What has driven this development?

Hjalte: “Growth was never the goal – it was about creating quality and presence.

But people kept coming. And kept coming back.

We went from 4 weekly sessions to 80+ in less than two years. And now we’re here – with 2 super nice zones and an energy that – sorry for the language – is just fucking amazing. And we’re here because we simply couldn’t resist.

People are calling for spaces where they can be themselves. Not a spa. Not fancy. Just real.

We’re not expanding for profit – we’re expanding because the need is real.”

How does the new location differ from the first one – what will be different or even better?

Hjalte: “Our Sydhavn zone? That was DIY from the ground up – and you could feel it both in the soul and the sauna.

We built everything ourselves. One month at a time. It was raw, but it had soul.

Zone 2 on Amager is thought through from A to Z: A 50-pax sauna, six ice baths, an outdoor hangout, hot baths, a merch shop, cool and warm changing rooms, and a huge NEW NORMAL wall.

But the energy? It’s the same. We’ve learned a lot, and with each zone, we get wiser.

But it’s still the people who make the place magical.”

How has the reaction been since you announced the expansion?

Hjalte: “Honestly? It’s been a wave of love.

But at the same time, we’re extremely aware that the people and our community need to grow with us.

It’s a fine balance to grow, and we’re very conscious of that. People don’t just want this – they need it. A place where they can be whole people. Where they don’t have to perform. Just be.

That confirms for us that what we’re doing makes sense.”

Do you have plans for more locations, or is the focus now on developing the two existing ones?

Patricia: “Yes, we dream of Plugin zones in every major city, where the pace is high, and the need for calm and recovery is even greater. What we offer isn’t just a luxury – it’s a necessity.

But we know that scaling only works if we build it right. That’s why our focus right now is on establishing a solid foundation: scalable training programs, efficient operations through automation, and a community that can grow without losing its authenticity.

It’s not just about opening more locations – it’s about maintaining the quality and culture that has brought us here.

We’re taking it one step at a time – with the right team, the right processes, and a clear plan for how we grow thoughtfully.”

We look forward to following Plugin Heat Club on dontt.dk

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Since 2006, Velorbis has been creating high-quality bikes with timeless Danish design, celebrated internationally and used by exclusive hotels and businesses. Behind the brand is Kenneth Bødiker, a former accountant who swapped spreadsheets for bike design – and today, Velorbis is more relevant than ever.

Since we last spoke with Kenneth, Velorbis has expanded significantly. Their hotel bike concept has become a huge success, and they have just delivered bikes to the new 5-star hotel in Hellerup. At the same time, they are making a big push into corporate bikes with VelorBIZ, which allows companies to offer bikes to employees via their salary.

We caught up with Kenneth to discuss Velorbis’ growth, the hotel concept, and the exciting plans for the future.

Velorbis delivers exclusive hotel bikes to some of Denmark’s most prestigious hotels – including Hotel d’Angleterre (pictured), Hotel Nimb, Hotel Ottilia, and the new Hotel Park Lane Copenhagen.

Kenneth, it’s been a while since we last spoke. How are things going at Velorbis?

“We are busier than ever! The cycling season is just around the corner, and we’ve just launched our hotel bike concept, All-Inclusive Bike Concierge (ABC). In addition, we’ve also rolled out a new product for businesses, VelorBIZ, which allows employees to get a Velorbis bike as part of their salary package. And if that wasn’t enough, we’ve just entered into a collaboration with Nihola for a limited edition of their new electric cargo bike, Gen2. It’s going to be an incredibly exciting year for us!”

What type of bikes are you selling the most?

“Our hotel bike concept is the big bestseller this spring. We’ve already delivered bikes to prominent hotels like Hotel Park Lane Copenhagen, Hotel Nimb, Hotel Ottilia, Hotel SP34, Hotel Danmark, and Hotel Hans. We’re also in the final negotiations with several other large, reputable hotels in Copenhagen.”

What makes your hotel bike concept unique?

“What makes our concept special is that hotels receive custom-designed bikes that match their visual identity. Unlike current operators who provide standard bikes and share rental income, hotels own our bikes and keep the entire rental income. We also offer an online platform where hotels can track their bikes, view performance data, and easily book a bike mechanic.”

What types of hotels are typically interested in your bikes?

“Our customers are primarily 4- and 5-star hotels. Hotel bikes need to be not only functional but also attractive and of high quality. The bikes must fit into the hotel’s aesthetics and support their brand. When hotels invest in quality bikes, they not only provide a better experience for guests but also ensure longer lifespan and less maintenance.”

You have just delivered bikes to the new 5-star hotel in Hellerup. What can you tell us about these bikes?

“Together with Park Lane Hotels’ own design team, we delivered our beautiful Classic model with a large D-shaped aluminum basket in the hotel’s iconic Brown Green (RAL: 6008) color, which beautifully ties together the hotel’s colors and the bikes. Additionally, Park Lane had their logo laser-cut into our Danish-made luggage carriers as well as the leather handles we specially developed for them. This gives it an exclusive and unique look.”

What makes Velorbis bikes particularly suitable for hotels?

“First and foremost, it’s the ability to customize the bikes’ color, design, and logo so they perfectly match the hotel’s brand. Additionally, the quality of our bikes is the highest in the market, meaning minimal downtime and maximum rental. When hotel guests cycle around Copenhagen on a Velorbis bike, they get an authentic, local experience – ‘When in Rome…'”

What is the next big milestone for Velorbis? Where is your focus for the rest of 2025?

“Our goal is to expand our hotel concept to 4- and 5-star hotels in major European cities. We are already in talks with hotels in Berlin, and it’s incredibly exciting to follow the development. Additionally, we are focusing heavily on our VelorBIZ concept, where companies can offer company bikes to their employees as part of their salary package.”

Earlier, we featured Kenneth Bødiker, CEO & Co-founder of Velorbis, in an article where he shared the inspiring story behind the brand’s beginnings. In the interview, Kenneth discussed how Velorbis started and the vision that drove its creation. He also highlighted the brand’s significant ambitions and the international recognition it has received for its outstanding design.

Velorbis has become renowned for its high-quality, timeless bicycles, earning prestigious design awards and gaining attention from luxury hotels and companies around the world.

Read here.

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Two Danish icons have come together in a new partnership. Last week, Bang & Olufsen announced that Danish tennis player Holger Rune will be the brand’s new ambassador. He will thus become one of the company’s key faces representing the world-renowned luxury audio brand.

Holger Rune hardly needs an introduction, as with his highest ranking of number four on the ATP world rankings, he is the highest-ranked Danish male player of all time.

The 21-year-old Dane already has partnerships with Nike and Rolex, placing the Danish brand among prestigious company.

Bang & Olufsen’s CEO, Kristian Teär, speaks about the partnership:

“We are proud to welcome Holger Rune into the Bang & Olufsen family. Holger’s tireless dedication and passion for his craft, as well as his pursuit of perfection, align perfectly with our own values. We look forward to working together to create extraordinary experiences for our customers and inspire a new generation of audio enthusiasts.”

Holger Rune shares his enthusiasm for the collaboration:

“I am incredibly proud to become an ambassador for Bang & Olufsen. Their products have been a part of my life for many years, and I admire the way they combine innovation with timeless design. I look forward to being part of a brand that shares my approach to dedication and to introducing their audio experiences to even more people around the world.”

Bang & Olufsen was founded in Struer in 1925 by Peter Bang and Svend Olufsen and has since established itself as one of the world’s leading luxury audio brands. With a strong focus on innovation and timeless design, the brand has maintained its position for nearly a century.

Holger Rune, born in Gentofte and based in Monte Carlo, has already made his mark in Danish tennis history at a young age. His journey on the international tennis scene has made him a prominent figure, and the partnership with Bang & Olufsen adds another chapter to the story of Danish achievements on the global stage. Holger Rune has over 1 million followers on Instagram.

Foto: Bang & Olufsen.

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Canned wine doesn’t immediately sound like quality wine. But Copenhagen-based Hooch Wine is on a mission to change that perception. With premium wine in a can, they challenge traditional wine conventions and bring a fresh, modern approach to the market.

Behind the brand are Jonas Enevoldsen El-Kabouli and Laurits Rømer Skovsgaard, who are passionate about combining quality, sustainability, and innovation in a sleek design. The canned format reduces CO₂ emissions, preserves the wine’s freshness, and makes it easy to enjoy on the go. Hooch Wine has already collaborated with brands like New Balance, Rezet House, Zalando, and Bioderma Samsøe and sees great potential in partnerships—but their ambitions go even further.

We sat down with Jonas and Laurits on a morning in Vesterbro, Copenhagen to talk about wine, vision, and the road ahead.

Why did you choose to focus on canned wine instead of bottles? What advantages do you see in this format?

Jonas: “We chose cans as our packaging because they are much more environmentally friendly than glass bottles. Cans are lighter, require less energy for transportation since they can be stacked more efficiently, and they are far more recyclable than glass. This results in a significantly lower CO₂ footprint, both in production and distribution. Additionally, the can protects the wine from light and oxygen, preserving its taste and freshness better than a clear or semi-transparent bottle. This is especially important for natural wine, which often doesn’t contain preservatives like sulfur. At the same time, the can format makes wine more accessible—you don’t need a corkscrew, and it’s easy to bring along, whether it’s for a park picnic, a festival, or just a spontaneous night with friends. It’s also great for all kinds of events, where cans look stylish and are easy to serve and clean up afterward.”

Can you tell us a bit about the wine inside the can?

Laurits: “Our wine is natural all the way—from vineyard to can. That means we work with winemakers who farm organically and biodynamically, without unnecessary additives. Fermentation happens spontaneously with the natural yeast found on the grapes, and we don’t filter or artificially manipulate the wine. We want to highlight the authentic flavors that wine can have when it’s left as pure as possible. Our first launch includes four classic types of natural wine: a crisp white Sauvignon Blanc, a funky orange Chardonnay, a bubbly rosé Pinot Noir, and a light and youthful red blend of Merlot and Pinot Noir. They are all made in a fresh and easy-drinking style, perfect for enjoying straight from the can.”

What are your biggest ambitions for Hooch Wine?
Jonas: “Our ambition is to make natural drinks accessible to more people – both those who consume alcohol and those who don’t. We started with wine because it’s our passion and expertise, but we see huge potential in developing new products. Our next step is our natural sparkling water, which combines Danish juice, fermented herbs from surplus production, and carbonation – creating a sophisticated taste experience that goes beyond traditional soft drinks. In the long run, we want to expand our range further with products like electrolyte drinks or other functional beverages that balance wellness, enjoyment, and sustainability.”

And what about yourselves – how did your interest in wine develop?
Laurits: “We both have a deep love for wine – but not necessarily in the traditional ‘wine-snob’ way. We appreciate wine for its history, its ability to bring people together, and the incredible diversity found in natural wines. We’re especially drawn to wines that surprise us – those that are vibrant, funky, and full of character. Wine doesn’t have to be formal or complicated; on the contrary, we want to make it more playful and accessible.”

Who inspires you in your daily lives?
Jonas: “We draw inspiration from many places – not just from the wine world. We admire people who dare to think differently and create products that are beautiful, functional, and sustainable. Figures like René Redzepi and Anders Frederik Steen have shown just how far innovation can go with natural ingredients. We also look up to sustainable brands like Patagonia and Aesop. At the end of the day, our driving force is curiosity – exploring what nature can do when we let it work its magic.”

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It created a lot of attention last week when DBU, Hummel, and the Danish fashion brand ROTATE launched their joint version of the women’s national team jersey.

For the first time, the women’s national team is getting one of the so-called collaboration jerseys, which the men’s team has had previously – and the reactions have been positive, far beyond the football world. And the sales have followed suit. They have exceeded hummel’s own expectations.

This is according to Nicolai Johansen, PR & Communication Manager at hummel, who in this conversation also provides a closer look at the collaboration with the players and the company’s commitment to the growth of women’s football.

Nicolai, one week after the launch, how has the jersey been received?

“It’s obviously something completely different from what we’ve previously launched with the women’s national team. That’s why we were also curious about the reception, but we’ve been positively surprised by how the jersey has been received in both the football and fashion worlds. A hype has been created around the women’s national team, and that was one of our goals with the collaboration. Now we’re just looking forward to seeing them play in the jersey on April 8th against Italy in Herning.”

Has the sales lived up to expectations?

“The interest in both the national team jersey and the accompanying lifestyle collection has been really high, and this has been reflected in the sales figures. Compared to our latest jersey launch for the women’s national team, we’ve sold more than twice as many jerseys this time. This highlights the hype that has been generated around the jersey.”

ROTATE er velbeskrevet på disse linjer. Men hvor er det, de passer godt ind til jer?

“ROTATE passer perfekt til hummel, fordi vi deler en fælles passion for innovation, design og ikke mindst kvindelig empowerment. ROTATE har et modigt og nytænkende designunivers, og deres evne til at skabe trends, der skubber grænser, matcher vores ambition om at forene performance og stil. Samtidig er deres engagement i at styrke kvinder gennem mode i tråd med vores ønske om at støtte kvindefodbolden og dens positive udvikling både i Danmark og globalt.”

Vi så, at (blandt andet) stjernespilleren Pernille Harder var yderst begejstret for samarbejdet. Hvor meget har spillerne været inde over?

“Som altid har vi haft tæt dialog med spillerne for at sikre, at designet ikke kun ser godt ud, men også lever op til de krav, der stilles til performance på topniveau. Derudover er det vigtigt for os, at spillerne føler ejerskab over trøjen – at den afspejler deres identitet og værdier både på og uden for banen.”

What does it mean for hummel to contribute to strengthening women’s football through collaborations like this one?

“For us, it’s about much more than just designing a new national team jersey. We see it as an opportunity to use our platform to focus on the development of women’s football and create greater visibility for the national team. Through our collaboration with ROTATE and DBU, we hope to inspire the next generation of women to pursue their dreams with courage and confidence.”

How do you see the commercial value of women’s football developing in the coming years?

“Women’s football is undergoing rapid development, and we see significant growth in interest, attendance, and commercial opportunities. That’s why we are also convinced that women’s football will continue to become an even greater commercial force in the future, and we see it as a natural part of our strategy to play an active role in this positive development.”

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