InWear was founded in 1969 by Niels Martinsen. Then, at age 20 and co-owner of one of Copenhagen’s hippest nightclubs, he got the idea for a fashion brand.
InWear was founded by the Danish Niels Martinsen in 1969. At age 20 and co-owner of one of Copenhagen’s hippest nightclubs, Niels got the idea for a fashion brand. Niels wanted to create clothes for the women he saw around him – independent, curious and cheerful. Together with his partner at the time, the young talented fashion designer Kirsten Teisner, he bought six rolls of jersey fabric and created a collection of dresses and shirts.
Overnight, InWear was a fashion sensation. They showed a modern vision of feminism for a generation of women who were going their own way. Fifty years have passed, the world has changed at a furious pace, but Inwear’s philosophy is constant:
Create a wardrobe full of elegant pieces that make women feel freedom, pride and strength.
“I want to create clothes that are relevant, right here, right now, at this moment in time. What I’m really into is this idea of designing for women’s real lives, clothes that women feel good wearing. It’s about being timeless and chic but always with an attitude – a killer detail or something unexpected.”
Jette Romvig, Head of Design