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BLS Hafnia is the Danish equivalent of New Era. The headwear focussed brand was founded in 2011 by Besnik Miftari. He wanted to create a casual collection of clothing that intersected Scandinavian minimalism and Italian sportswear in the context of streetwear and hip hop music. The designs started out using a mostly black base dressed with the well proportionate and recognisable BLS graphic.
It originated as a revolt against the prevailing fashion establishment. Besnik observed that the fashion world was predominantly controlled by the industry itself, rather than being responsive to the desires of the consumer. A call for greater inclusivity was evident, and Besnik was resolute in bridging the divide by crafting designs that embodied a fresh and transformative ethos.