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Behind the brand: Won Hundred

Behind the brand: Won Hundred

By: Dorian Heetman Comments: 0

We recently sat down with Nikolaj Nielsen, the Founder of Won Hundred, to dive deeper into the story and values behind this incredible brand. Check out the full interview and discover more about the craftsmanship and philosophy that drives Won Hundred’s designs. *pictures used are from Won Hundred's latest Autumn/Winter25 runway show.

How would you describe the core values of your brand?
I like to define Won Hundred's core values as Scandinavian-driven, with a minimalist starting point, but in our own interpretation. We add elements of interaction and attention to detail to create a distinct look that merges the perfect with the imperfect, drawing inspiration from our own experiences and blending them with denim and leather.

What inspires your designs and collections?
Each collection delves into a specific idea or concept, allowing my team and me to explore it in depth and fully realize its potential. For our latest Spring/Summer 2025 collection, showcased during Copenhagen Fashion Week, we embraced the concept of "VERSATILITY" in its full spectrum—expanding the collection with showpieces, immersive set design, dynamic music, and an exceptional cast.

How does your brand approach sustainability and responsible production?
We’ve introduced our green cross symbol, indicating that over 50% of the fibers in a garment are recycled. However, we frequently achieve 80-90%, which we’re incredibly proud of. Additionally, we’ve implemented a new, innovative method of producing denim that allows us to reuse 98% of the water during production. In fact, the water used to make the jeans is drinkable post-production, which is incredible to think about.



What sets your brand apart in the fashion industry? What truly sets us apart is our commitment to staying true to our roots, drawing from our core inspirations without straying from them. We are constantly learning and evolving—nothing should be static. Our ability to continually use our heritage as inspiration, as we did for the Fall/Winter 2024 collection, showcases this. For that collection, we reinterpreted classic styles while steering the brand in a forward-thinking direction.

What is your vision for the future of your brand and the fashion industry?
Our vision at Won Hundred is to continue evolving in a way that minimizes our environmental impact, which is something we believe many in the fashion industry are aiming for. We're focused on implementing systems and processes that ensure we’re moving in the right direction. Additionally, we’re very conscious that our clothing should empower the wearer to create their own expression. Clothes truly come to life through their use—each item becomes vibrant when worn by its owner.

Why do you think your brand is a great fit for Studio S?
Won Hundred is a perfect fit because of our distinct approach. We draw heavily on Scandinavian minimalism while embracing an unpolished, imperfect aesthetic. Our keen attention to detail, both in our products and how we present them, aligns perfectly with the values you uphold at Studio S.

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