Mads Nørgaard
Mads Nørgaard is a Danish fashion brand from Copenhagen that makes clothing for women, men and children. It grew out of a family shop on Strøget and is known for its #101 collection of T-shirts and wardrobe basics.
| Origin | Copenhagen, Denmark |
|---|---|
| Family shop on Strøget | 1944 |
| First Mads Nørgaard shop | 1986 |
| Signature line | #101 collection |
| Website | madsnorgaard.com |
What is Mads Nørgaard?
Mads Nørgaard is a Copenhagen fashion brand, presented as MADS NØRGAARD COPENHAGEN, that designs everyday clothing for women, men and kids. Its roots lie in a family retail business in the Danish capital, and the label sits within the Scandinavian contemporary segment.
History
The family story begins in 1944, when Mads Nørgaard's grandfather founded a shop on Strøget, Copenhagen's main shopping street. Opened as Sørgemagasinet, it sold mourning clothes. Mads' father, Jørgen Nørgaard, bought the shop in 1959. Mads Nørgaard opened his own first shop in 1986 and took over his father's shop in 2011, after which the business expanded by opening more stores and moving into e-commerce.
Products and positioning
The range covers T-shirts and tops, knitwear, shirts, dresses, outerwear, trousers and jeans, skirts, sweatshirts and accessories such as scarves, socks, bags and caps. Menswear adds blazers and underwear, while the kids line spans baby items through to jackets and dresses.
- #101 collection: long and short sleeved T-shirts, wool pieces, wrap tops, dresses, skirts and bikinis
- Womenswear, menswear and childrenswear under one brand
- Accessories including bags, totes, scarves and beanies
Distribution
Mads Nørgaard sells through its own shops, including the original Strøget location, and through its online store. A dedicated B2B platform serves wholesale partners.
Why it matters
The brand shows how a multi-generation Copenhagen retail family turned a single city shop into a Danish label with its own stores, online sales and a wholesale business.
Frequently asked questions
Where is Mads Nørgaard from?
Mads Nørgaard is from Copenhagen, Denmark, where the family business began with a shop on Strøget in 1944.
What does Mads Nørgaard sell?
The brand sells clothing for women, men and kids, from T-shirts and knitwear to outerwear, plus accessories. Its #101 collection of basics is a core line.