Our story

The story of a brand, told through an idea

Back in 2013, the 5 founders of Basic Apparel agreed to start a basic clothing brand based in Odense & Copenhagen. The idea was to create clothes, that people would use again and again. We’ve all got clothes, that just hangs and takes up space in our closet, and then we have our favourites - the styles we use again and again. It was clothes like that, we wanted to create for our customers - their favourites. 

Furthermore we wanted to give the brand a clean Scandinavian expression - clothes without too many details, made with good qualities and reasonable prices. 

Our philosophy was and still is - there is no reason to make it harder than it should be. It’s about us people - we all live in a hectic and busy world where comfort, quality and practice needs to be taken up a notch. 

With that in mind, we started to create our first collection in 2013. We took our finalised pieces and rolled our racks to the CIFF Fair in Copenhagen. We were truly excited about our potential customers reaction - a make it or break it situation. 

Luckily we weren’t the only ones, who though that a brand like Basic Apparel was missing in the Danish fashion world. 6 months later we were represented in 51 strong retailers in all of Denmark. Now - 3 years later, we’re proud to announce that we’re represented in more than 300 strong retailers in Denmark, Norway, Netherlands, Germany, Switzerland, France, England, Austria and Israel. 

We’re still a small team of 5 employees, plus we share a great collaboration with the Danish brand & design agency, Brandspace. 

We hope you like our philosophy and our products as much as we do. 

Basic Apparel