The significant milestone also marks ANNARR's ambition to establish itself globally.

“Paris Fashion Week offers an environment among contemporary fashion brands, where integrity and innovation are highly valued. It’s a unique platform to meet international buyers, the press, and creative influencers – and position our brand in the premium segment,” says Per Reinertsen, Brand Manager at ANNARR.

Contemporary fashion born from Nordic roots
ANNARR was invited to Paris Fashion Week through its growing network. The brand was selected based on its DNA, distribution profile, and potential.

“The most influential brands and actors gather at Paris Fashion Week – the highest-profile international stage – and therefore, the preparations, pace, and expectations are correspondingly high. However, the effort can lead to long-term partnerships,” says Per.

The collection builds on ANNARR's DNA and features durable fabrications and new silhouettes styled as "The Copenhagen Suit" alongside a denim capsule where street wear meets tailoring.

On the right path

Their innovative approach has already garnered positive feedback from high-profile retailers.

“Our results from the past week is a confirmation that we are on the right path. There was genuine interest in what we are doing. I am immensely proud of the team and what we have achieved,” says Per and ends:

“ANNARR is now being seen, recognised, and purchased in an international context."

Born from Nordic roots, ANNARR - meaning "the next" in Old Norse - stands for what is coming: in fashion, innovation and behaviour.

Their collections are based on the design philosophy of ONE WARDROBE;
A purposeful selection of tomorrow's essentials that balances contemporary tailoring with the spirit of street- and workwear.

Each garment is designed for versatility and offers countless ways to wear, allowing consumers to make the most of their wardrobe.

With four carefully curated collections released every year, ANNARR has a clear focus on seasonless staples, innovation and enduring design that helps consumers build a lasting wardrobe that transcends the traditional seasons.

Follow ANNARR on Instagram for the latest news: @annarr_official  
In August, 15,000 crew members will pull on this year’s crew-tee at Smukfest, one of the most loved music festivals in Denmark. And what might look like a normal crew-tee marks innovation.
This year’s BESTSELLER Aarhus City Half marks 11 years of BESTSELLER as main sponsor of the running event, bringing thousands of runners to the streets of Aarhus. This year, the official running t-shirt has been created by ONLY PLAY.
Turning old clothes into new ones sounds simple. In reality, it is much more complicated.
For the eighth consecutive year, BESTSELLER is opening applications for the Brande Pool, supporting local projects that contribute positively to the development of Brande – the Danish city that is home to the fashion company’s headquarters.
We have renewed our agreement with the Pakistan Accord for Health and Safety in the Textile and Garment Industry, reaffirming our commitment to safe and responsible working conditions across our supply chain.
BESTSELLER colleagues are now being rewarded with an extra week's salary after reaching bonus targets linked to BESTSELLER’s work on sustainability within core business areas. This comes at a challenging time for BESTSELLER due to global uncertainty.
Only the facade remains of the historic corner building on Gammeltorv, which, after several years of extensive renovation, now reopens as BESTSELLER’s new flagship store. The renovation has been carried out with a focus on creating a modern retail store, but with great respect for the building's original architecture and preservation value.