To celebrate the international launch of Denmark’s iconic # 101 T-shirt, the German photographer Jonas Unger has documented the Tee on a road-trip around the world. In December 2014 a box set of booklet and prints from the journey will be exhibited in selected fashion stores across Europe.
Worn by generations of fashion conscious Danes, the 101 T-shirt will for the first time be stocked in selected fashion stores in Northern Europe from December. The story of the 101 began in 1967, when Jørgen Nørgaard designed the long-sleeved ribbed T-shirt for his Copenhagen concept store Nørgaard Paa Strøget. An instant design classic, the 101 is more in demand than ever nearly five decades later. To mark the 101’s first foray outside Denmark, Mads Nørgaard, who took over the family business in 2010, commissioned the photographer Jonas Unger to take the timeless T-shirt on a trip around the world.
We are happy to celebrate the launch on the 6th of december with hot apple cider at
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