I Went To Denmark And Gave Them All My Money

Oh, the Danes. They’re known for being the world’s happiest people, writing good fairy tales, and really loving being cozy. And, according to Fox News, for being like Venezuela. But in the past few years, this small Nordic country has become the go-to place for emerging fashion brands that put a playful spin on the traditional Nordic aesthetic preoccupied with function and form. Alas, when I touched down at JFK after a week in Denmark, my bank account rejoiced.

Image via Evening Standard

Image via Evening Standard

I knew the country was having a moment when I threw out the idea of a Danish getaway to my boyfriend earlier this summer. Americans have been worshipping Scandinavian fashion since the dawn of street style blogs and Acne Studios, but in the last few years, a number of newer Danish labels—as well as the many Danish style influencers—have started crafting a distinct Danish aesthetic separate (and radically different) from the collective Nordic sense of style. (See: Ganni, soon to come to the U.S.) Now it seems as if every influencer, street style image, or mystery brand on my Instagram feed has roots in Copenhagen.

Once there, while my boyfriend couldn’t help commenting on the ubiquitous neutral palette of black and gray he saw on passersby, I couldn’t tear my eyes away from store windows filled with puffy sleeves, stunning prints, and a rainbow of hues. If understated cool is more your jam, there were plenty of stores offering just that. Here are the favorites that made me poor.

Stine Goya

Think candy-colored dresses, patterned stockings, and frilly collars on exaggerated silhouettes. Like a grown-up Candyland, in a non-creepy way.

Baum und Pferdgarten

Memorable prints (Paisleys! Plaids!) and pattern play combine with modern-yet-wearable shapes. Read: statement-making and accessible at the same time(!)

Samsoe & Samsoe

A little more accessible in price and style than the other brands on this list, the large assortment of trendy pieces includes menswear and styles you could wear in a more traditional workspace.


Again with the romance and whimsy.

Han Kjobenhavn

More like streetwear, this laid-back brand boasts quality sweaters, jackets, and tees with notable color blocking and simple motifs. Their AW19 campaign plays on stereotypical tourist wear; my boyfriend and I totally went for it.

Mr. Larkin

This tiny boutique (sort of) has American roots—its owner and designer is from the U.S. and lives in Denmark. It’s hard to resist the well-made dresses with roomy shapes and thoughtful details, as well as other familiar brands like Jesse Kamm, Nomia, and Ilana Kohn. (P.S. there’s a store in Houston, too!)