Brand Radar: Han Kjøbenhavn’s avant garde edge
Han Kjøbenhavn is a Danish fashion brand that has grown from local recognition to international acclaim. Founded in Copenhagen in 2008 by creative director Jannik Wikkelsø Davidsen, the label is known for blending raw, gritty streetwear influences with avant-garde Scandinavian design. Over the years, Han Kjøbenhavn has built a reputation for creativity and storytelling, attracting a devoted following worldwide.
Brand history and evolution
Originally launched as an eyewear line, Han Kjøbenhavn soon expanded into full ready-to-wear collections for men and later women. The name “Han Kjøbenhavn” itself nods to its Danish roots, with “Kjøbenhavn” being an old spelling of Copenhagen. The brand set out to break from traditional Danish design norms with a darker, alternative voice. Early on, it gained critical notice, being listed among the top Scandinavian menswear brands by Complex in 2013 and GQ in 2014. The brand’s narrative-driven runway shows at Copenhagen Fashion Week, held each February and August, highlight its artistic vision, effectively presenting two main collections per year. Notably, Han Kjøbenhavn made headlines in 2022 when it designed actress Julia Fox’s ‘Grip Dress’ for the Oscars, a black leather gown with a collar shaped like a hand choking her neck, a viral moment that cemented the label’s fame beyond Scandinavia.
Han Kjøbenhavn FW25 Credits: ©Launchmetrics/spotlight
Key success factors and social media buzz
Han Kjøbenhavn’s rise can be attributed to its strong identity and savvy engagement with fashion communities. A focus on storytelling and emotional connection in design has fostered a loyal “cult” customer base. This loyalty translates to social media popularity; the brand’s striking visuals have amassed over 170,000 followers on Instagram, where lookbook images and moody runway clips regularly garner tens of thousands of likes. On TikTok, Han Kjøbenhavn is tagged and featured in behind-the-scenes content and dramatic show footage. Copenhagen Fashion Week videos and collaboration announcements, such as featuring models with hearing aids to challenge stigmas, have resonated with a younger, global audience.
Collections and pricing
oday, Han Kjøbenhavn releases two main collections per year, spring/summer and autumn/winter, often supplemented by smaller drops like its “Silence” activewear sub-line and a newly reintroduced denim line. The brand positions itself in the premium segment with an eclectic product range. Core pieces from the latest collection illustrate a wide price spectrum: a basic Diamond Slim T-shirt retails for 110 euros, whereas statement outerwear like the Crinkle Leather Bomber Jacket can cost up to 1,745 euros. In between these price points, items such as the tailored Bankers Coat at 470 euros and popular streetwear staples like hoodies and cargo trousers translate to roughly 160–310 euros. This price range underscores that Han Kjøbenhavn offers both accessible luxury basics and high-end, avant-garde pieces.
Global Presence and Reach
What began in Copenhagen’s streets has grown into a global fashion house. Han Kjøbenhavn opened its first flagship store in Denmark and soon expanded abroad, with boutiques in New York (2013), Paris (2015), and London (2022). As of 2025, the brand is active in dozens of countries, both through its own stores and through retail partners. Its collections are carried by high-end stockists and online platforms across Europe, North America, and Asia, extending the label’s footprint worldwide. This international expansion has not diluted the brand’s Copenhagen spirit; rather, Han Kjøbenhavn’s global success has been built on exporting its distinct aesthetic and narrative. The label’s target audience, style-savvy, avant-garde enthusiasts and luxury streetwear aficionados, can now find its products from Los Angeles to London and beyond.
Han Kjøbenhavn FW25 Credits: ©Launchmetrics/spotlight
Future outlook
Looking ahead, Han Kjøbenhavn shows no signs of slowing down. The company has embraced innovative growth strategies, including a 2023 initiative to offer “democratized ownership” by allowing fans to buy small stakes in the brand. This community-driven approach aligns with Davidsen’s emphasis on building a brand with its audience, ensuring that followers feel personally invested in its journey. Creative experimentation also remains front and center; recent runway shows, like the autumn/winter 2025 ‘Concrete Born’ collection, doubled as artistic statements, and the brand continues to explore new collaborations, from technology partnerships highlighting hearing loss awareness to reviving its heritage in denim.
Han Kjøbenhavn’s leadership aims to maintain the label’s independent, cutting-edge ethos even as its influence grows. With a strong social media presence and a unique blend of Scandinavian design and subcultural edge, Han Kjøbenhavn is poised to continue its evolution as a globally relevant fashion force, while staying true to the creativity that defined its roots.
