It’s the striped t-shirt that won the world. More than 3 million of our famed 101s have been sold since 1967. In Scandinavia and beyond people have worked, danced and kissed in the 101… fallen in love wearing it, spilled tears and broken up in it – worn it doing the laundry on rainy Sunday afternoons.
The story of the 101 begins one cold January morning, when my father put the first batch of neatly folded ribbed t-shirts on the shelves of the store in Copenhagen. He called his t-shirt the 101, after California’s Highway 101, a road that dreams were made on.
The only thing that has changed about the 101 in the fifty years since is the colours, 40 variations every season. We make the t-shirts in our factory in Denmark and keep the price as low as we can, as close as we can to the original. We want the 101 to be an accessible, affordable basic for everyone. The world is constantly in flux, some things have got to remain the same.
– Mads Nørgaard
NPS NOVA PANTS
SHE'S A RAINBOW
The only thing that has changed about the #101 t-shirt since 1967 is the colours. We make approx. 40 colours per season - most are reruns, some are new. We adjust the range of colours and volumes at our weekly meetings to ensure a beautiful balance between classic and new and between stripes and solid coloured.
STRIPED SINCE 1967READ MORE
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.
#101 FACTORYREAD MORE
Have you ever wondered how our iconic #101 T-shirts are made? We have been visiting our sewing factory in Korsør, to get a glimpse of all the steps turning 1 meter of cotton into 1 long sleeved 101 T-shirt.
Nørgaard Paa Strøget's #101 T-shirt was designed in 1967 by Jørgen Nørgaard. The t-shirt is knitted, dyed and sewn in Denmark and is made from 100% bci Cotton. The #101 T-shirt is one-size, but comes in two different lengths. The long-sleeved t-shirt is produced in three different types of stripes and in all the different colours of the rainbow.
We are very proud to produce our #101 T-shirt in Denmark. The Nørgaard T-shirt was designed by Jørgen Nørgaard in 1967. Since then more than 3 million copies of the popular T-shirt have been sold. The beautiful cotton rib is still knitted in Ikast and sewn in our sewing room in Korsør. We only use Better Cotton Initiative (BCI) yarns for #101.
NØRGAARD PAA STRØGETNØRGAARD PAA STRØGET / AARHUS / TULLINSGADE
NØRGAARD is a third generation multibrand store located in the center of Copenhagen. Starting as a store selling mourning wardrobes by Mathias M. Nørgaard, and later bought by his son Jørgen Nørgaard who reopened the store as a young and modern multibrand store in 1958.