Won Hundred is a brand with a collection rooted in classical mens wear and traditional formal wear and a willingness to take risks. Having long felt the urge to launch his own vision of a distinctive clothing line Nikolaj Nielsen, an industry veteran with a vast background in denim, founded Won Hundred with the ambition to challenge the way fashion was grasped in native Denmark.
Tell us a little bit about yourself and what you do. I’m the CEO of Won Hundred, but also took over as Creative Director of Menswear design last year. I deal with the company as a whole, but my role is becoming more focused on the design side. As it turns out, it is the perfect mix of business and creative freedom.
What are some recent, upcoming or current projects you are working on? We are currently working on opening a brand new store and finding the best location in Central Copenhagen. We have also recently collaborated with one of Denmark’s best-dressed women, ballerina Cecilie Lassen on 3 joint collaborations, Act I, Act II, and Act III. The collections are heavily influenced by her style, and Cecilie was instrumental in making them come alive.
What is one of the bigger challenges you and/or other designers are struggling with these days and how do you see it developing? The industry is becoming progressively more fast-paced, which is a constant challenge for a brand that focuses on high quality. Next up for us is to integrate sustainable materials into our Main lines, but it is a challenge to find the right materials.
#1 fashion don’t? It’s hard to say because fashion is cyclical—everything is allowed, it’s just a matter of taste, and taste is so personal.
If you had to explain your work or brand to a stranger, what would you say? Scandinavian—minimalistic but interesting, classic but modern.
What artists or designers are you interested in right now? David Bowie, Patti Smith—70s and 80s Country Folk Rockstars are all I’ve been listening to recently. One designer I’m always interested in is Margiela.
What are your thoughts about the fashion scene in Copenhagen? Copenhagen is known for making high fashion for affordable prices. It’s such a fashionable city that there are a lot of innovative and new styles that originate from here. For such a small city, it has a huge population that is involved in fashion and design.
What do you do when you’re not working on fashion? If I’m not working, I’m with my son and my family.
If you hadn’t become a designer what do you think you’d be doing? I would be a chef.
What is your ideal studio situation/workspace? A beautiful and old apartment in the middle of Copenhagen.