Stoy is an independent fashion concept store located in Denmark founded in 2007. Created by founders with a long history in menswear and fashion business, but with the aim to reach a wide audience.

Initially, Stoy started with a 400 square meter brick-and-mortar concept in the heart of Aarhus, Denmark. The store carried an extensive collection of men's and women's fashion, sportswear, sneakers, and lifestyle products. The physical space exuded a unique energy that has resulted in enduring partnerships with both local and international partners, guests, and a welcoming staff that values hospitality.

In 2011, Stoy expanded its reach by launching its online universe at www.stoy.com. This platform mirrors the same energy and attention to detail that customers experience at the physical store. Stoy's objective is to provide a seamless and personalized shopping experience to its online customers, with the same handpicked curation.