Defining Stoy
Stoy was founded in 2007 out of a love for retail, a genuine interest in our local community and a desire to create an honest, true space for exploration in creativity and quality.
Stoy is a place for enthusiasm. By opening its doors, founders Torben and Jakob Støy have not only created an independent institution, but more importantly, a space where employees and consumers can fully be themselves, evolve, and channel the same enthusiasm and drive that has defined Stoy from the very beginning. A space where curiosity and connection matter just as much as the brands we carry. Every interaction, every detail, every choice is intentional — driven by a deep respect for craftsmanship, good design, a commitment to authenticity, and a belief that retail should be more than a transaction.
We evolve, we refine, we push forward — we will change all the time. But never at the cost of our core values or integrity.
Welcome to Stoy.
Intention is everything.
Nothing at Stoy is accidental. Every decision—from the brands we carry to the way we engage with everyone who walks through our doors—is driven by purpose and care. We believe in thoughtful curation, meaningful experiences, and a retail space that feels as considered as the pieces within it.
A way of thinking.
Stoy is more than just a store—with time, it's turned into a perspective. A commitment to staying rooted in the foundation of integrity laid by our founders.
A testament to authenticity.
It sounds cliché — but for us, authenticity is not a buzzword but something deeply rooted in our foundation. By extension, being your authentic self is celebrated by employees and customers alike. We create space for individuality, we carry brands with real stories, and we build connections that go deeper than commerce. This is what retail means to us.
Why are we here?
Because we care. Because we want you to care. And because it really matters to us. We want to create, curate, connect and care. Better garments, better storytelling, a better way of showing up. Everything we wear, share, and pay attention to is part of a story—one that's bigger than just clothing on racks.
