How Won Hundred Is Doing Basics That Are Anything But Boring
After gaining experience at Diesel and Miss Sixty, Danish designer Nikolaj Nielsen thought it was time to establish his own fashion line, one in which he could combine modern style with a strong and classic identity, for both men and women. Soon, Won Hundred was born.
Perfect proportions, easy cuts, subtle shades, and timeless looks are doing the trick over at this distinctive clothing line, which celebrated its 10th anniversary two weeks ago. Nielsen manages to come up with something new every season while staying loyal to the brand’s signature. He’s been doing so for many seasons and isn’t afraid to inhabit his own personal taste: “I try [on] all the pieces from the collections myself, and if I don’t like it, then that item won’t make the collection.” A stubborn man, one might say, but on the other hand very smart, as this strategy is one of the reasons the label is taking over the world and set to become a winner.
What makes a Won Hundred product a Won Hundred product?
Won Hundred products are all about simplicity: clean silhouettes and classic fits, with a risky twist. We focus on great quality and beautiful cuts.
Can you describe the brand in a few words?
Classic; minimalism with an edge.
What are the values of the brand, and how do you maintain them?
Our driving value is to always strive for innovation. We draw our inspiration for every collection from the art world, and as a result, are always reinventing our styles, our designs, and our techniques. Maintaining this is not difficult at all, as we are consistently inspired by different elements in art, music, cinema, and architecture. It allows us to push boundaries and try new things every season.
Your collections are clean and minimal. How do you ensure they don’t become “boring”?
We feature accent themes that add an edgy element to our collections. My design team and I love taking risks, whether it is with a print, a material, or a cut. We focus on the details to give every classic piece a modern upgrade—that could be a white T-shirt or even a basic pair of jeans.
Looking back at the first collection you designed, what’s been the biggest change?
Aesthetically, we have embraced androgyny a lot more in the past decade. Our cuts are sharper and our fits are a lot more tailored. Of course, looking back at our first collection now, it feels a little dated. But I like to think that our current collections will still feel relevant in another 10 years, as our focus has shifted drastically toward timeless silhouettes.
Photos: Courtesy of Won Hundred