Made in Denmark

Our classic, striped #101 t-shirt might be named after California's iconic Highway 101 and inspired by Levi's 501 jeans, but it's proudly made in Denmark – and we are proud to be one of the few fashion companies still producing locally in Denmark.

Produced using certified Better Cotton Initiative (BCI) yarn, the #101 t-shirts are knitted in Ikast, dyed in Herning, and assembled in our sewing facility in Korsør – all in Denmark.

The process transforms one meter of fabric into one long-sleeved #101 t-shirt.

Mads' father, Jørgen Nørgaard, designed the #101 t-shirt in 1967. It comes in various colours and stripes, which may change a little from season to season, but with a recurrent focus on blacks, whites and reds. In that way, we are modernists and true to the teachings of the Bauhaus School.  

We sell the #101 in our physical and online shops and to a limited number of friendly retailers. It never goes on sale, it comes in only one size, and we only sell the original model – the ecru-white NPS stripe with the red neck binding –  in our stores on Strøget and Aarhus. Not online, nowhere else. That's how stubborn we are.

Today, the #101 t-shirt is part of the permanent exhibition of Danish classics at the Designmuseum Denmark.

Knitwear collection

Since 2022 we have also been proud to offer a small collection of knitwear made in Denmark. The fine merino yarn is knitted and then sewn together at a small factory in Isenvad, Jutland. The factory's passionate owners, Jesper and Sonny, have preserved the knitting tradition by acquiring knitting machines to keep the knitwear production local. 


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