It started out as a project back in 2011, but in the last couple of years Project.AJ117 has become one of the best selling brands in Denmark. The key to its success has been to create cool everyday styles that all women would love to have in their wardrobes and first of all styles that are ‘made in Europe’. The inspiration for the collections comes from a mix between travelling, the materials themselves and following the trends in the industry. However, that does not mean that you have to change your wardrobe every time a new collection sees the light of day.