It all began in 2009 when Andreas and Virgil came up with an idea to create a fashion brand which combines the preppiness of Northern Sealand with the darker roots of Nørrebro, Copenhagen. They found a few old English patches, and sewed them onto a white tee shirt. The tee shirt was shown to friends and family, and it became an instant favorite. Andreas and Virgil were stoked! Now, all they had to do was sell the tee shirt to a few stores in Denmark, and a brand would be born.
One morning in June, the two guys jumped in their car, and went on a roadtrip to visit all of the menswear shops in Denmark. They were very confident in their one tee shirt. Why shouldn't they be? All of their friends and family had loved it. The excitement and enthusiasm within the front seat of the Mini Cooper was very positive that morning. Unfortunately, their first stop was unsuccessful. Andreas and Virgil were almost laughed at when they presented the tee shirt. “What is the concept boys?" asked one man. "What can we do with this one tee shirt from some completely unknown brand?” Needless to say, they didn't manage to sell anything to that store, not to mention the next 30 stores either.
The boys didn't give up, and they continued their journey where they soon found themselves in Aarhus, Denmark. In Aarhus, they met with two guys, Nikolaj and Steffen, who had a shop in the heart of the city. They saw the tee shirt and instantly loved it. They bought twelve of the tee shirts, thus starting a strong connection with Les Deux. The tee shirt sold extremely well, and within that summer, the boys had sold more than 500 tee shirts.
The snapback success started with many famous, recognisable faces donning our snapback caps, such as Christopher, Medina and Remee. At that point, no other brand had a range of hats as an essential part of their collection. As a consequence, we hit the jugular with regards to our competitors; our hat which bears the Les Deux brand became renowned nationwide. In a short space of time, we sold over 50,000 units and overall, sold over 100,000. The snapback is henceforth a staple in our portfolio, and a foundation upon with Les Deux was built