Copenhagen-based Norwegian Åse Helena Hansen, born in Sweden, has one precise aim: to make high-quality, long-lasting, and wearable clothes that reflect the individuality of the person who wears them. Discover how she crafts the well-dressed Scandinavian man.
“Seeing the value of what is closest to you is not always easy. For many years, I was searching the world, but suddenly I discovered what a source of inspiration Nordic craftsmanship is,” says Åse Helena.
“My interest in clothes has evolved from finding items I liked in high street shops, to actively seeking out the really special items. Many of my old favorites have been gradually replaced by truly great items, as they have been moved further into the darker realms of my closets. I’m not saying the things I like are what men my age will universally like, but bear with me and see if I can’t inspire you a little.”
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Åse Helena’s men’s clothing features names like “Roald” and “Fridtjof,” incorporating Norwegian folklore, manhood, hand embroidery, and knitting in musk yarn. The models are her uncle and cousin, both farmers, who run the family farm in Sweden.
Nordic sensibilities permeate every aspect of the company, founded in 2010, from a visual language that celebrates cold winters and bright summers to an appreciation for functionality and a democratic approach to decision-making and business operations. Scandinavia is at the very heart of the brand. The clothes exist outside the whims of fast fashion, instead relying on quality, detail and classic good design to offer everyday garments that stand the test of time and become wardrobe favorites.
Åse Helena Hansen is the sole designer and owner of the company. As a Norwegian, born in Sweden and now based in Denmark, you can’t get more Scandinavian than that.
“I take as my starting point a time when a man had a work wardrobe and a Sunday wardrobe, and try to unite the two,” says Hansen, who has several years under her belt as chief designer at Bitte Kai Rand.
Designer Åse Hansen has a diverse background that spans photography, art, product design, and fashion. Born in Norway, she spent her childhood in Africa—an experience that allows her to view Nordic aesthetics through the lens of a world traveler. An obsessive about fabrics and tailoring details, she works alongside co-founder Per Chrois and a small Copenhagen-based team to source and produce the collections entirely within Europe.
In my opinion, Hansen is a significant part of the heritage and workwear movement. Creating garments that wouldn’t look out of place in old photos from bygone times, but at the same time give their own twist that brings them right up to date, and at the same time work outside of what might be currently fashionable. This last factor is essential for those of us wishing to be well-dressed adults, as it allows us to buy proper, good garments that will last well. I’d also consider Hansen garments to complement other quality labels, making it easy to mix and match your garments for different looks. Quality-wise, Hansen is right up there with the best. Solid, well-designed, and properly made.
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There are numerous clothing brands specifically designed for younger men. Hansen targets those aged 40 and above, a modern man who wants to convey simplicity, honesty, and strength.
Hansen is sold in some of the world’s most interesting independent stores, some of them well-known, others more off-the-beaten-track, but all united in their common goals of offering great clothes with excellent service. In addition to wholesaling its biannual collections worldwide, Hansen Garments operates two standalone stores—one in central Copenhagen and the other in the nearby leafy suburb of Frederiksberg. Both locations stock the brand’s own clothes alongside a hand-picked selection of pieces from like-minded friends across the globe. Everything is also available from the Hansen Garments Store online.
A couple of my personal favorites have been a waistcoat and trousers named Sverre. I was wearing them for several years, and they were holding up very well. The trousers had a rather unusual construction, in that there was no outer seam—a nice twist.
Today, Hansen is sold in stores in the United States, Germany, Switzerland, the Netherlands, Denmark, and Sweden, among others, as well as online.
The Well-Dressed Scandinavian Man, written by Tor Kjolberg.
All images © Hansen Garments.