Ones to Watch: Danish Designer Spotlight

Elise Gug, Hunkon and Fiveunits are among the names to know from the local fashion scene.

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Elise Gug

This story first appeared in the January 25, 2012 issue of WWD.  Subscribe Today.

Described as the “sleeping beauty” of Danish fashion by one industry insider, Elise Gug is known for her immaculate fitting and finish.


In business since 1986, her collections are produced entirely in Italy and are stocked in more than 80 stores around the world, mainly independent boutiques. The U.S. is the company’s second-biggest export market. Wholesale prices average 135 euros, or $175 at current exchange.

The designer will show her latest creations at the Gallery trade show.

NEXT: Hunkon >>

RELATED STORY: Copenhagen Fashion Week Preview >>


Hunkon designer Anne Skovgaard Schøler’s aim is to use her fabric knowledge — following training at TEKO, she used to source materials in Asia for some of Denmark’s leading brands — to bring newness and fun to her country’s fashion lineup. After a small group for this spring that was tested in a handful of Danish stores to positive reaction, the fall lineup is Hunkon’s first true collection.

The brand is based in Hangzhou, China, and sources its fabrics in Japan, South Korea and China. Schøler is targeting stores in Denmark and Sweden initially.

The brand’s long tinsel-and-polyester open-backed dress with rope detailing is priced 1,399 kroner wholesale, or $243.


NEXT: Fiveunits >>


Danish denim brand Fiveunits is based on the idea that five different pairs of jeans should cover women’s fashion needs each season.

The collection showing in February is divided into two lines — a party range called Week.end inspired by rock icons like Debbie Harry of Blondie, and the Week.day basic offering, this season with a beach and stone theme.

This is the brand’s first time at Terminal-2, and head of design Camilla Dam hopes to gain visibility in international markets thanks to the show, especially in Sweden, Benelux and Germany. The brand’s positioning is mid- to high-end, with wholesale prices ranging from 80 to 120 euros, or $103 to $155.

NEXT: Benedikte Utzon >>

Benedikte Utzon

Not strictly a newcomer, fur-and-leather-inspired Benedikte Utzon relaunched and rebranded her company 18 months ago, and has begun to see some results. This daughter of a furrier’s glamorous yet casual style has won over members of her country’s royal family, and is carried by department store Illum, in freestanding boutiques in Copenhagen and Aarhus, as well as in multibrand stores in Europe. The brand will launch in China and Russia this year. Utzon’s latest collection will show at CPH Vision with the aim of attracting more international retailers.

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