The Copenhagen Brands That Are Redefining Danish Fashion

Home to beautiful minimalist design, the Scandinavian countries have carved out an aesthetic when it comes to fashion, art, and design that's all their own. Unlike their European counterparts, countries like Denmark are known for often forgoing the trend waves in favor of a more utilitarian approach to dressing that stems from efficiency and intentionality. It’s often for this reason that Danish style gets passed over when we talk about the current up-and-coming brands. But there are a handful of labels emerging from the Copenhagen scene that are redefining the ubiquitous clean minimalism that’s often synonymous with Danish style.

This new crop of Copenhagen designers are defining contemporary fashion on their own terms, and the rest of the fashion sphere is taking note. You've probably heard of cool girl–loved Ganni, with its modern prints that are taking over everyone’s closets and Instagram feeds. Likewise, labels Saks Potts and By Malene Birger are shedding the cold, clean stereotype of Danish style through their range of flirty shapes and brilliant colors. And for the downtown kids, it’s the athleisure-inflected, leather-embossed cool-kid grit of Wood Wood that's making us feel very okay with never wearing color again. We’re impressed by what we’re seeing coming out of Copenhagen right now, and it’s undoubtedly due to these fashion-favorite brands.

Go on to discover six of the Copenhagen brands to know who are redefining contemporary Danish style.

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Ganni
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The designers behind the popular line express their goal of creating clothing for the “modern, independent woman.” The playful prints and must-have takes on wardrobe classics have made the brand a cult favorite.

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Baum und Pferdgarten
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The punk-rock undertones and strategic��play on textures remind us of Hedi Slimane–era Saint Laurent, only the full looks by Baum und Pferdgarten are totally wearable right off the runway.

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By Malene Birger
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That Scandinavian minimalism rears its head throughout Malene Birger's elegant designs, the pared-back shapes of which show off their beautiful movement.

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Saks Potts
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Saks Potts is a full-on elegant daydream, offering a variety of covetable fur-lined coats and pretty silk dresses. The retro-inspired pieces all feel special in that one-of-a-kind way.

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Designers Remix
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The use of color in Designers Remix pieces feels original in a way that recalls the modern palettes of Tibi. Fresh is a term that can't be overstated here.

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Editor

Anna is an editor on the fashion team at Who What Wear and has been at the company for over five years, having begun her career in the Los Angeles office before relocating to New York, where she's currently based. Having always been passionate about pursuing a career in fashion, she built up her experience interning at the likes of Michael Kors, A.L.C., and College Fashionista before joining the team as a post-graduate assistant editor. Anna has penned a number of interviews with Who What Wear's cover stars over the years, including A-listers Megan Fox, Issa Rae, and Emma Chamberlain. She's earned a reputation for scouting new and emerging brands from across the globe and championing them to our audience of millions. While fashion is her main wheelhouse, Anna led the launch of WWW Travels last year, a new lifestyle vertical that highlights all things travel through a fashion-person lens. She is passionate about shopping vintage, whether it be at a favorite local outpost or an on-the-road discovery, and has amassed a wardrobe full of unique finds. When she's not writing, you can find her shooting street imagery on her film camera, attempting to learn a fourth or fifth language, or planning her next trip across the globe.