The Nørgaard paa Strøget #101 T-shirt was designed in 1967 by Jørgen Nørgaard.
Jørgen Nørgaard bought the store on 'Strøget' in Copenhagen from his father Mathias Nørgaard. Mathias Nørgaard had founded Sørgemagasinet in 1944 - a store which sold clothes and fabrics for funerals and the mourning period after.
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 inspired by American classics, Highway 101 and Levi's 501 jeans.
A long-sleeved cotton T-shirt in knitted ribbing in a variety of colours and stripes. One size only. Two lengths. Made in Denmark. Seductive and functional at the same time.
More than 3 million copies of the t-shirt have since been sold.
The #101 T-shirt has been proclaimed to be a Danish design icon on several occasions and is a part of the permanent exhibition at Design Museum Denmark. The T-shirt has also been exhibited at several special exhibitions at other Danish museums. In 2014, Jørgen Nørgaard received that year's honorary award at the Elle Style Awards, just as Jørgen Nørgaard was honored with the Design Council's (Designrådet) award in 2007.