M: What is your experience in fashion design prior to joining YMC? 

J: After assisting at Christopher Kane and doing freelance design work for Adidas, I worked for Sophie Hulme for about 2 years. It was a great place to start out, as it was really small when I joined, so naturally very “hands on”. It was just me and one other girl, and Sophie herself of course, and the company grew extremely quickly, at a pace where we had to hire a new person every few months to keep up. In such a small, yet growing team, I was able to do a lot of different things, which you wouldn’t get to do in a bigger, more corporate business.

After my time with Sophie, I started doing my own collections, but this kind of happened at the same time as I got approached about working for YMC. I juggled both my own label and ymc for a period of time and quickly realised that both needed full time attention. I decided to put my own label on hold as YMC seemed tailored to me. I got to focus on design, loved the close knit team and I was excited to design and grow the YMC womenswear line as I saw a huge potential.

M: Did your personal style always reflect that of the ‘YMC Girl’ or did you go through stages like the rest of us? 

J: No, I certainly went through “stages” in my personal style. I remember how, as a child, I could not wait until I was old enough to wear similar clothes to those my mother would wear, but then as soon as I hit puberty, it was all flared trousers and belly tops. I went through a hippie stage, making my own purple tie dye trousers, wearing no make­up and having long, dull hair. After that, I went through a short stage of Spice Girls and glitter eyes; then I discovered brit pop and spent all my money on music and distressed jeans. While studying fashion, I found that I got more and more “boring”. In my 1st year I rocked up in bleached, short hair and bright clothes, but during my final years I preferred the anonymity of baggy trousers and sweats. I have kept that style ever since: I just love everyday, boyish clothes, which are super comfortable and stay in your wardrobe for years.


M: Growing up in Denmark, you must have picked up Scandinavian style cues that you’ve been able to use in your work. Do you have memories of clothing, even objects from your childhood that might aid in your design process?

J: I grew up in a creative home. My mother used to take me to antique markets, while my dad bought classic designer furniture. I like a combination of both worlds. Scandinavia is all about well­crafted, timeless design, but with a sense of humour, which I love. I tend to think of the quality and function of a garment as much as I think of the design and look, if not more. You can have a great idea, but if the quality is crap, there is no point. But I suppose that studying in Germany for 5 years also influenced me in that way. There, it was all about function over form. I tried to rebel against this approach in my first year, by refusing to put pockets on my trousers. However, I found myself “nerding out” more about the interior of a jacket than the exterior and still love adding little details to my garments, the kind you may not notice when wearing them, but which give them that little bit extra.

M: You have mentioned a specific restaurant in Soho as an inspiration for the SS17 collection. Do you often find inspiration in physical locations such as businesses and areas of London? 

J: I find inspiration everywhere, really. I find that I get the best ideas when I am not at work, or at least when I am out of the office and get to “free my brain”. Often it happens when I cook, take a bath or ­annoyingly ­ just before falling asleep, that the ideas start coming in. In terms of physical locations, I wouldn’t say that there are specific areas in London, or anywhere really, where I go to find inspiration. Moving and travelling in general is crucial to fuel my thoughts. A walk in the Danish countryside can be just as inspiring as a trip to Tokyo. I go blank if I get into too much of a routine and stare at the computer for too long. I need the contrast of the city and countryside when I can.


M: Speaking of Soho, you have quite a few familiar haunts in the area. Can you share your favourites with us? 

J: Whenever I think of moving back to Denmark, one major thing that really holds me back is the food in London. We are so spoiled for choice here, and Soho in particular has an overdose of delicious spots. I just love the simple Japanese restaurant Koya, which serves clean and tasty udon, reminding me of a recent trip to Japan. I go crazy for proper Italian food and my favourites in Soho would have to be Polpetto, where you get amazing little Venetian courses, and Princi, a buzzy spot with over­ the­ counter service, which has the best (and biggest) Aperol Spritz in town. When I feel homesick or just crave Danish food, I go to Scandinavian Kitchen and eat smørrebrød. This happens rather often, and I always have to leave with a big bag of Danish salty licorice. For a special occasion, I would recommend Angela Hartnett’s Cafe Murano. They are taking Italian food to a heaven­like level, and I could eat a whole bag of their truffle arancinis.

See more YMC on their website.
Interview and Photography by Macy Fuquay.