It’s the striped t-shirt that won the world. More than 3 million of our famed #101s have been sold since 1967. In Scandinavia and beyond people have worked, danced and kissed in the #101… fallen in love wearing it, spilled tears and broken up in it – worn it doing the laundry on rainy Sunday afternoons. 

The story of the #101 begins one cold January morning, when my father put the first batch of neatly folded ribbed t-shirts on the shelves of the store in Copenhagen. He called his t-shirt the #101, after California’s Highway 101, a road that dreams were made on. 

We want the #101 to be an accessible, affordable basic for everyone. The world is constantly in flux, some things have got to remain the same. 

– Mads Nørgaard