12-year-old Copenhagen based brand being repositioned under creative direction of Ditte Reffstrup, former fashion buyer for reference stores Pede & Stoffer and Flying A in Copenhagen.
Represented through agents and distributors in Scandinavia, Belgium, Holland, Spain, the United Kingdom, and Canada. Currently operating 5 mono-label stores in Denmark and planning to expand the retail business internationally through franchise by adding 5-10 stores annually. Undergoing tremendous growth with actual 2010-2011 sales surging133% and an expected 2011-2012 increase in sales of 60%.
BRAND DNA “From the beginning we just wanted to make something simple. Nothing too tricky, nothing too fashion, just gorgeous; the kind of clothes non-fashion people like. The inspiration was by then, and still is, our favourite girls; take Kirsten Dunst in Virgin Suicides; Jean Seberg in Godard’s A Bout de Souffle; Vanessa Paradis in the Be My Baby video. With this distinct point of view we try to make the classics in the modern girls wardrobe.” – Ditte Reffstrup, Creative Director.
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