Westerlind and Fitting Room 13 presented Scandinavian lifestyle brand Les Deux at their SoHo pop-up store on May 2nd at 77 E Houston St, New York City. The event was titled A Slice of Scandinavia, and presented just that.
Founded in Copenhagen in 2011 by two friends from different worlds, the city and the suburbs, Les Deux began in a basement with a few white T-shirts with homemade patches sewn on by hand. That contrast still shapes the brand today, bringing together sportswear, workwear, and preppy influences through collections built around duality, ambition, and community.
MR, attending the event, spoke to Akief Sheriff, an attendee, who had this to say, “I think they have a unique perspective on implementing lifestyle with the culture. As someone who played basketball, I can relate to the Brand. Just from that perspective alone, integrating that sports element into streetwear. The collection emphasizes on-court classification pieces that the modern gentleman would love to own in his wardrobe. I think that’s the place that I feel I’ve been missing within the industry. You know the Brand is doing a really incredible job bringing those two elements together, that kind of feels like, you know, cohesive escape. Like, they’re not trying so hard. I think this collection is a little bit softer. You can see the inspiration behind the collection’s tone element that they were able to use. I feel like they’re doing a really good job.”
Andreas Von Der Heide- Founder, Mathias Jensen-Creative Director, Marc Gammiero-US Sales Director and Morten Kristiansen- Chief Commercial Officer
The Westerlind event follows a period of continued international growth for Les Deux. It recently marked its 14th consecutive year of growth, recording a 13 percent increase in revenue in 2025 despite a challenging wholesale market. From Autumn 2026, the brand will expand with long-time partner Nordstrom, growing from 15 to 25 stores.
In a statement, Andreas von der Heide, Co-Founder and Chief Brand Officer at Les Deux, commented, “For us, the U.S. is not something you build from a distance. You have to show up and give everyone a reason to believe in you. That was true when we started with a few T-shirts and 700 dollars in our pocket in Copenhagen, and it’s still true today. We’re building the foundation, and we are doing it the way we have always done things: close to people, close to partners, and with something to prove.”