It is January and there is a long, long way until next Christmas. But why should this stop us unwrapping presents? When shopping with Danish online fashion shop By Asbæk, all items come gift-wrapped – it is just part of the idea. “We want to give customers a great experience,” says Natasja Asbæk, who co-owns the company together with Anders Schelde. In 2014, the pair decided to launch the women’s fashion web shop from scratch as the antithesis to large-scale global shopping on the internet. “I think we had experienced that sort of indifference you often encounter as a customer.”