Voices journal

By staying open and following Danish guidelines. 

In Denmark, while our office staff now work from home, our warehouse is open, our freight partners continue to operate, and the country is not in a strict lockdown compared to countries like France, Spain and Italy. This means our webshop operations are running almost as normal.

I was talking to a local Copenhagen shopkeeper the other day, someone who has clothed my wife for the past ten years.

She said the reason people buy fashion has turned upside down in the space of just a few seasons. It used to be to look good, attend a party, or treat oneself. But now people ask themselves, do I really need another dress? Is it responsibly made? Where do the materials come from? If I buy it, am I part of the problem or the solution?

In the summer of 2019, the world was shocked and outraged at the President of the United States’ crude attempt to buy Greenland, a semi-autonomous island territory of Denmark. The President himself was then so insulted by the swift response from the Danish Prime Minister, who called it “an absurd discussion”, that he cancelled an imminent state visit, and the blur of noise grew louder.

Exactly seven years after our launch we have changed everything. The fragrance approach, the formulae, the packaging, the sourcing, the design. The footprint.