April 25th, in an old dairy production near Silkeborg.

Fashion is expression. Expression conveys.

Getting dressed is about yourself — not about them.
It’s the fastest way to say something without saying anything. A way to be creative, to play, to feel more like you. And it doesn’t stop at clothes. It could be running, writing, knitting, or building something with your hands.
What matters is the connection — the enthusiasm behind it. Something real. Something you do because you care.
And that doesn’t need to be explained — or maybe, it can’t be.

That’s the mindset behind our Summer Edit. We’re doing whatever we like and think is cool.
It’s not about chasing the next thing or trying to reinvent anything. It’s about refinement. Returning to what feels authentic and most like you. These images — and the clothes in them — can be whatever you want them to be.
Maybe they inspire something. Maybe they don’t. Either is fine.
More than anything, we hope they stay with you. That the connection and care we’ve put into them comes through. Because that connection and care translates into everything we do — whether it’s designing a new store, greeting customers, meeting with new brands, or deciding what to share next.
It’s all part of the same thought process: considered and honest.

And yeah — caring this much about clothes, pictures, or anything, might seem trivial. Even pretentious. But to us, it’s not. Doing things with intention is just another way of paying attention — to culture, to detail, to yourself.
It’s how you signal to the world — or just to yourself — that you’re dialed in. No one’s stopping you from wearing the same thing every day.
No one’s keeping eyes on whether your outfit “works.”
No one’s really paying that much attention.

But that’s exactly why it matters.