The digital generation meets established fashion heritage in our new collaboration with Anna Munch, founder of the hyped brand ÖHOUSE. The collab presents a new take on fashion, time, and culture where Anna’s bold creativity meets Mads’ experience in an exclusive design collaboration.
A Shared Curiosity
Anna Munch is currently one of the most talked-about profiles in Denmark. As an actress, model, and designer, she moves effortlessly between fashion, film, and performing arts. She stars in a new feature film, will perform in the musical FAME, and her brand ÖHOUSE is celebrated by a wide, young, and creative community. Her approach to fashion is playful and uncompromising – inspired by vintage, Japanese manga, and skate culture, yet always with a personal twist.
”You feel Anna’s free spirit and energy the moment she walks into a room. Despite our 40+ year age gap, we share a deep passion and curiosity for fashion, art, culture, and the trends that shape and inspire us. We especially bonded over American producer Rick Rubin, which made the whole thing even better. I find it incredibly exciting to collaborate with someone like Anna, who’s clearly making her mark on the world around her.” – Mads Nørgaard
Playfulness and Fashion Obsession
In this collab, Anna was given free rein to reinterpret our historic #101 t-shirt, designed by Jørgen Nørgaard in 1967 and part of Designmuseum Danmark’s permanent collection. The result is a mini collection featuring striped tank tops, jeans, and hoodies that merge ÖHOUSE’ streetwear aesthetic with Nørgaard’s signature rib fabric and silhouettes — the perfect pieces for summer, music, and celebration.
”Mads Nørgaard has always been a part of my wardrobe and one of the first brands that showed me it’s okay to be bold, colorful, and take risks. So it felt completely natural – and also totally surreal – to be let loose in their archive and put my own spin on some of Danish fashion’s most iconic pieces, like the striped #101. The collaboration with Mads and his team has been equal parts fun, mutual respect, and full-on fashion geekery. I’m proud of what we’ve created – a collection that truly feels like a meeting of our two worlds. And I can’t wait to show it to everyone.” – Anna Munch
The collaboration launches on Wednesday, May 28, 2025, with an event at Nørgaard paa Strøget from 4:00–6:00 PM, where Anna and Mads will welcome guests and present the collection. The event is open to all. The collection will be available at Nørgaard paa Strøget, Mads Nørgaard – Copenhagen in Aarhus, madsnorgaard.dk, and on the creator platform rlvnz.net.
