“How lucky to get a project with 100 per cent creative freedom. This is the best and most intense way to work. I wanted to tell a story of people, diversity, love and open minds.”

This booklet is a collaboration between likeminded outsiders in fashion. Unger’s candid, unadorned aesthetic perfectly complements the minimalistic design of the T-shirt, marking the beginning of a new chapter in the history of the 101.

Notes to editors:

Nørgaard Paa Strøget and the 101 T-shirt

Jørgen Nørgaard (born 1930) opened Copenhagen’s offbeat concept fashion store Nørgaard Paa Strøget in 1958. In 1967, Jørgen designed the 101 T-shirt, which has since sold over 3 million units and is included in the permanent collection at DesignMuseum Denmark. After presiding over Nørgaard Paa Strøget for more than five decades, Jørgen passed the reins to his son, the fashion designer Mads Nørgaard in 2010. In 2014, Jørgen was honoured with the prestigious lifetime achievement prize at the Elle Style Awards, Denmark.

Jonas Unger 

Born in 1975, photographer Jonas Unger grew up in Cuxhaven, Germany. His work explores individualism and intimacy in society, and his most recent project ‘Autoportraits’ exhibited at the Galerie Derouillon in Paris in early 2014.