N: I think we have seen a change in the “scandi look” of the past few years. The look and aesthetics have developed quite a lot compared to the design and feel that made the scandi look so popular back in the day. For us, is about finding those small unique details that create added value to the garment. We focus a lot on sourcing unique fabrics that add the extra detail, it can be pattern or a certain touch or feel - that can create a vibrant feeling around a specific product. 

S: For us, it’s been about focusing on what we like ourselves and translating that into something that can fit the marketplace. We have really just been focusing on the beliefs that we feel are important – quality, fit and a little bit of edge to make the product stand out.

N: It’s been a long road. Nearly 20 years now. It's crazy to think about actually. We are still standing, despite everything that has been going on. Financial crisis, pandemic, war, inflation you name it. We have been through so much as a company during all these years. I am happy to have experienced it all – and I feel very confident with where the brand and company is at today. 

S: During the past years, we took the decision to give the brand and product a complete overhaul. Not being unfaithful to the DNA and roots of Won Hundred, but we thought the timing was right to reinfuse some new energy into what we believe is the next step for Won Hundred as a brand and as a product as well. It’s a lot to change, and it is not done overnight – but we have worked consistently with it during the past years, and now we are starting to see the outcome of it.

S: Sustainability has become this “buzz-word” in the industry, which lacks transparency and has become green-washed in so many ways by the majors in the industry. We refer to it as “responsibility” rather than sustainability, because let’s face it – we are a manufacturer of clothing, and does the world really need more clothing if it should be fully sustainable? We believe that brands today need to take responsibility within the scope of each brand and company. Big or small.

We have a small team and we set certain benchmarks that we strive towards in terms of production and acting responsibly as a company towards partners and manufacturers. We work with long-standing partners who understand our beliefs and we don’t overproduce – we order what is needed to fulfill our business in general. We have procedures in place on how we source garments and we work within our ethics of an initiative we call “Green Cross” – which is a label we use, to indicate how the garments are produced or sourced using what we define as responsible fabrics or processes.

N: For us, we start sourcing fabrics and garments which I think can create something special when translated into products or styles. From there, we get into the process of designing styles that we feel we want to bring out to the end-customers.

N: That’s actually a tough question when you have been doing collections for almost 20 years. I feel that there will always be some pieces in each collection that I really like. But more recently, I have found a profound love for the Reykjavik Bomber jacket, which we first introduced for PS23. It’s a timeless piece, with some new details and touches to it. I wear that piece a lot actually.

N: My love for denim started way back when I was working in a fashion store as a young kid. At that time, it was all about denim and jeans. It was such a big part of fashion at the time. Back then a brand like Levis was huge in Denmark, and later on, brands such as Diesel and Replay entered the market. I think, the whole vibe around denim at the time was so timeless and cool and it really kicked off my passion for denim in general at that point.

N: I worked for different brands before starting my own adventure. At some point, I felt encouraged to start creating what I felt and believed was missing in general in the fashion business. It was a big decision but something I felt I needed to do at the time in my life, I guess.

S: The future for Won Hundred looks bright I believe, we have been developing new collections and new ways of showing the brand to the world, and we have been transitioning a lot recently. Now it’s all starting to come to life, which is super cool. We have ambitions about what we want to do, and we work hard towards reaching our goals – we want to grow as a business while staying true to what we believe. We just want to create something that we think is cool and hopefully, people will like it.