As the situation evolved in early 2020, our business has been impacted in many different ways. First came the cancelled orders, the delayed shipments, the factories shut down and the downsizing of business – which led to a moment where we completely overhauled our business practices. This actually injected a new spirit into myself and the team. We were able to take a step back and focus on what really matters to us, expanding our sustainability and diversity targets and bringing in fresh ideas in terms of content and design.
Until recently, the fashion industry has been built on relationships and partnerships based on physicality (meetings, shows, press days, opening, launches etc.) but the past year has driven all of us to pause and reconsider what we can do differently in this new age of consumption.
On a personal level, being focused on staying home and staying local has meant I’ve refocused my attention on my immediate environment. Copenhagen has always been a key source of inspiration for me, but over the past year, I have been discovering new areas of Denmark that has in turn led me to consider new colour palettes, new ideas, new subjects.