The story of the 101 begins one cold January morning, when my father put the first batch of neatly folded ribbed t-shirts on the shelves of the store in Copenhagen. He called his t-shirt the 101, after California's Highway 101, a road that dreams were made on.
The only thing that has changed about the #101 in the fifty years since is the colours. We make the t-shirts in our factory in Denmark. That is important to us.
- Mads Nørgaard
Explore our #101 universe
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