We call this one KAY

The story of the #101 begins on a cold January morning in 1967, when Mads’ father placed the first batch of neatly folded ribbed t-shirts on the shelves of the...

In 1958, Jørgen opened Nørgaard paa Strøget, one of the first shops in Denmark to cater specifically to young people. In 1967 Jørgen launched the #101 T-shirt. The name is...

During fashion week in August 2025, we’re hosting a special event for everyone who loves fashion, music, and the city of Copenhagen. Join us as indie pop rock band BLUSH...

Our #101 t-shirt collaboration with Josephine Skriver is a small step in the right direction for girls’ and women’s rights. All profits from the t-shirt sales go to PlanBørnefonden’s Girls'...