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”We want your bag to become a companion for life”

As the biggest summer edition of Copenhagen Fashion Week to date starts today, we give you more on accessory label Mismo’s impressive success, Virgil Abloh, Naomi Campbell, and Nick Knight’s special project for the week supporting charity, and five new retail experiences in the Danish capital.


”We want your bag to become a companion for life” As an understated yet elegant Danish luxury accessories brand, Mismo produces bags in a triangle of aesthetics, functionality and natural materials, says founders Adam Bach and Rikke Overgaard.

– We don’t dictate or direct, but rather help you on your way, whether this is in your daily endeavours or in your travels. We want to support people in whatever their passion is. The bags become increasingly personal to you the more you use them. We want your Mismo bag to become your new best friend, a companion for life. These are bags that collect experiences and memories as you use them, designed to become like trusted friends, carefully holding all of your secrets and belongings, but letting you stay in focus rather than stealing all the attention.

Tell us about your impressive global success. How has this journey been?

– We launched the brand in 2006 back when the market for men’s accessories looked very different. At that point, men’s accessories were rarely in the budget for fashion buyers. Because of this, concept stores proved to be a perfect entry point into the design and fashion scene. In 2008, a collaboration with renowned Copenhagen concept store Storm helped us break the barrier into the fashion stores. After this, we were thrilled to be picked up by Collette, Dover Street Market and the like. The Mismo philosophy embraces sustainable aesthetics and does not operate at the fast-pace that many other brands do. We aren’t interested in a business built on short-term life cycles for products that focused on turnover rather than quality. Instead, we’ve focused on a passionate and select audience who appreciate craftsmanship and think of the products as collector’s items. We see that people are looking for something more, something with a story behind it. We’re very selective about our stockists and work independently without agents or distributors to ensure one-to-one communication. Today we are a healthy and privately-held family business with organic growth. We’ve chosen slower but steady growth so that we can maintain the highest quality in everything we do.

– In recent years, there has been a growing focus on the style-savvy man and the fact that men are diverse individuals with changing styles and needs for carrying their belongings. This means that the landscape has grown more and more diverse with the demand for accessories for men, whether this is bags for work, travel or adventure rising dramatically. With this, the number of well-curated independent shops and influential department stores has grown exponentially. This has helped us along immensely.

Tell us about your range.

– Time has allowed us to focus on three main collections: Legacy, Appearance, and Expression, each focusing on a different aspect of the urban sophisticate. Legacy is nature-inspired cotton canvas, Appearance is clean and classic navy nylon and Expression is fashion-forward technical materials, lightweight and sporty. We find that our customers often switch between the different collections because, of course, no one is all one thing. As the demand for men’s accessories and bags has evolved since we launched, so have our collections. A bag bought for work today is a bag for your everyday life. As the boundaries between work and life have become more blurred, we have focused on creating bags that are multipurpose and fit into different aspects of your life:

The M/S Shopper pays true homage to this part of our design DNA, displaying a courteous attitude with respect for its surroundings. An incredibly diverse style, it can be found hanging from the shoulders of people from all different walks of life. A Shopper could as easily be used by an esteemed architect on their way to a client meeting in Copenhagen, as an entrepreneurial 18-year-old blogger exploring the streets of Hong Kong. Its simple design features only the essential elements needed for a tote bag. This design approach ensures focus on the premium fabrics chosen. This is why this style has grown to become a season-after-season bestseller and has kept a seat in every seasonal collection for the past 10 years. The M/S Backpack is also an iconic style for us. Introduced in Spring 2011, it’s a flexible backpack that has grown to become a ubiquitous Mismo silhouette. This style has been embraced by those urbanites that want a stylish, good quality carrying option that keeps their technology and valued belongings safe and doesn’t hinder them in their many pursuits. The M/S Explorer is a key style within our range of travel bags. Resilient cotton canvas paired with lots of interior space gives way to endless possibilities for long-haul travel. Finally, the M/S Drawstring is a newly-launched style from our AW18 collection that encompasses the freedom to move and easily shift between business and leisure time. Which are the most important news for Spring 2019?

– We took inspiration from our farming heritage. With grandparents that lived on and cultivated the land of Enehøje, a small, picturesque island tucked away along the Nakskov Fjord in Denmark, the countryside has always been an important part of who we are and a constant source of inspiration in our designs. This farming inspiration is translated into all the seasonal articles and makes an especially strong visual mark within the Legacy Collection. The delicate yellow ‘Dandelion’ cotton/nylon blend, pays homage to this remarkable flower which seems to pop up everywhere that it’s least expected. Its alluring yellow also brings to mind rapeseed fields in full bloom. Paired with cuoio bridle leather and golden brass accessories, the combination provokes a 70’s feeling while staying irrevocably modern.

– In the “A Farmers Track” jacquard, we present an exciting new Mismo/Limonta development. This wool and cotton jacquard tells the story of a farmer and his fields from a bird’s eye perspective. A “Primer Red”, reminiscent of the iconic coating used to protect wooden boats and iron machinery, is introduced in the Expression Collection in ballistic nylon. Our take on the traditional Danish timber construction, commonly known as “Bindingsværk” comes through in another new development. Pinpointing our island origin and the sea that surrounds it, our technical and lightweight “Piscine Jacquard” is re-introduced in a select few styles within the Expression Collection.

What else is coming for you in 2018?

– For AW18, we’ve focused on the Expression collection, with the collection really evolving and coming into its own this season. We’ve launched four new styles specific to Expression: M/S Passage, M/S Drawstring, M/S Double Dopp Kit and finally M/S Stash. Expression focuses on movement and with our ever-expanding and connected lifestyles, these styles are needed more than ever now. Sporty and lightweight technical fabrics allow for styles that can move around with you. For many, sport has become an important ingredient in everyday life. Expression acknowledges this and supports it. Playful, understatedly chic yet ready to perform, each of them celebrates that most valuable good in life: true freedom! Some exciting new fabric developments and colorways are also coming in the Legacy and Appearance collections, however, the focus this season is assuredly on Expression.

– We are also busy transitioning more and more energy towards our online presence with the Mismo webshop. We are focusing on various ways that we can tell the stories that go into the different designs and different fabrics. When you have such tactility in mind when you design and choose materials, it can be difficult to communicate the full breadth and depth of a product online. This is a challenge that we are embracing and will lead to the launch of a new online store this year that gives a more immersive shopping experience.

The Mismo SS19 collection is shown by appointment all week long during Copenhagen Fashion Week at their showroom at Prags Boulevard 49. To make an appointment, click here for contact details.

Virgil Abloh, Naomi Campbell, Nick Knight and more joins CIFF for special project If you’re going to CIFF trade fair in Copenhagen, don’t miss this season’s special project, “Enlightment”, exploring the links between creativity and sustainability, to raise awareness for the Little Sun Foundation, a non-profit organisation ran by Olafur Eliasson that aims to bring solar power to 1.1 billion people around the world who lack access to clean and sustainable energy. It’s hosted by Stavros Karelis, founder and buying director of the influential London-based boutique Machine-A in partnership with CIFF’s creative director Kristian Andersen and co-curator Sami Janjer. As BoF reports, it will feature one-of-a-kind artworks from acclaimed industry insiders, including designer Virgil Abloh, model Naomi Campbell, photographer Nick Knight and art director Peter Saville. Abloh has created a special limited-edition product, Knight will showcase a short film created exclusively for the project and Campbell has teamed up with Saville to create ten original artworks with the model’s favourite inspirational quotes, painted on blankets provided by Woolrich.

Copenhagen menswear haven celebrating 10 years with new store design Goods is a clear key player in the Danish capital’s strong retail landscape. Located in the Østerbro neighborhood, they’ve spent the entire summer renovating the store, before re-opening the doors yesterday. The new store design is created along with OeO Studio and features oak panels, Raf Simons x Kvadrat textiles, Charlotte Perriand tabourets and coconut carpet. The selection of goods sees a strong Scandinavian lineup, including the likes of Mismo, Our Legacy, Andersen-Andersen, Hestra, Frama, The White Briefs, and Jeanerica.

Address: Østerbrogade 44 and

Art Comes First and Marche Noir joins Hansen Garments Wednesday to Friday sees young Parisian brand Marché Noir and brand consultancy Art Comes First (pictured) move in at Danish label Hansen’s brand store in central Copenhagen, for a special fashion week pop up. The “Death to pop up event” also sees a meet and greet with the menswear profiles on Thursday night. Address: Pilestræde 42-44.

When strolling around town, don’t miss design brand Tableau’s pop up at Won Hundred’s flagship store, for fresh flowers and their innovative object for flowers and plants. Address: Ny Østergade 25. &

Wood Wood lands at Copenhagen Airport As we reported earlier this spring, the Danish clothing brand is one of the newcomers at the latest extension of the shopping and dining area at Copenhagen Airport, opening The Wood Wood Souvenir Shop this week.

– It’s an old dream that comes true as we have talked about the possibility of having a store at the airport for many years, says creative director and menswear designer Karl-Oskar Olsen. The store is a kind of satellite store that is adapted to the airport and the mechanisms underlying the shopping area of the airport and we have created a retail space that stands out in the product range as well as decor.

The store offers travellers selected external brands and a mix of Wood Wood products, including ones made especially for the store, as well as teddy bears, water bottles, notebooks, mugs and a wide range of different types of souvenirs.

– Since many people will experience the W.W. CPH store as their first impression of Wood Wood, our success criteria was to create something really special, Olsen says. The store and its space have a clean and industrial look that is very different from our normal retail look, as we were very focused on differentiating the airport store from our other stores. To support the look and feel we created a brand new graphic identity specifically to the W.W. CPH store, which is inspired by the airport aesthetics.