Founded by Jannie and Lars Schacksen in 1997, NÜ Denmark today has dealers, agents and fans in most of Europe. However, though the brand is now worn by women from all walks of life, the founders were originally aiming at a much smaller market: hairdressers. “As a hairdresser, Jannie struggled to find satisfying clothes that met her need for pockets for scissors and knives. That’s why she and Lars, who was in the textile industry, decided to start a fashion brand with clothes specifically designed for hairdressers,” explains René T. Jensen, who became CEO of the company last year.

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