Under the direction of Nikolaj Nielsen, Copenhagen-based Won Hundred has been creating distinct, denim-focused collections since 2004. Its clothing is typically Scandinavian in that clean, minimalist and effortless way the Danes do so well, but with an element of the undone.
This was very much evident in the Won Hundred SS17 collection. The first of the shows for the Coggles team, it was set in one of the city’s historic back streets; the perfect juxtaposition to the modern fashion phenomenon that is Won Hundred.
Denim is what this brand founded its principle on, so it came as no surprise that this was staple piece. For this collection, it was all about the denim on denim, worn in a style that was western-meets-90s; think oversized boxy denim with rough hems, complete with worn-in cowboy boots and paisley scarves tied around the neck.
For the non-denim looks, fashion’s recent obsession with oversized sportswear (thanks to the likes of Vetements and Gosha Rubchinskiy thrusting it into the spotlight) got a look-in at Won Hundred with loose hooded sweatshirts over cropped leather trousers, zip-up tops worn with matching culottes and brand-emblazoned leggings.
This is a brand that’s gained a cult following in the Danish capital, with no doubt that this is about to go international.
Words and images by Angharad Jones