The striped t-shirt that won the world. In Scandinavia and beyond, people have worked, danced, and kissed in the #101...

The story of the #101 begins on a cold January morning in 1967, when Mads’ father placed the first batch of neatly folded ribbed t-shirts on the shelves of the store Nørgaard paa Strøget in Copenhagen. He named his t-shirt the #101 – inspired by Levi’s 501 and by California’s Highway 101, a road that dreams were made on.

The #101 was created to be an accessible, affordable basic for everyone. The world is constantly in flux – somethings have to remain the same. Today, this ribbed one-size t-shirt is still produced locally in Denmark: knitted in Ikast, dyed in Herning, and assembled in our sewing facility in Korsør. One-size as always, soft and comfortable in #100 BCI cotton.

And we still love it. Find your #101 today.