Denmark-based label SAND Copenhagen goes beyond its borders to dress the world one cutting-edge design at a time

by Sarah dE Brun

First it was New York City, then it was Paris, but most recently there has been a style shift of metropolitan influence toward the Northern European region that covers Denmark, Norway, and Sweden. This lean Scandinavian approach consists of modern silhouettes and upscale tailoring that team to define a whole that is essentially androgynous-chic. At the forefront of this movement is fashion powerhouse SAND Copenhagen. Soren and Lene Sand, a husband-and-wife team (and adoringly, high school sweethearts), created the brand in the ’80s and have since managed to integrate Danish design with Italian craftsmanship.

“Our first collection was developed in a cozy basement and our first clothing venture was a small store in Randers [the couple’s hometown in Denmark], where the items literally flew out the door,” said Soren, who tells of the importance of expanding the brand from just womenswear by adding men’s attire. “Personally, I was suffering from not being able to find any brands that could satisfy my requirements for a modern man’s wardrobe—requirements based on classic styles with an edge. Based on that, we started our own menswear line in 1989, driven by the passion for Italian exclusive fabrics, colors, and styling.”

Soren takes pride in the fact that SAND has evolved into a lifestyle brand—one that insists on premium fabrics and top-of-the-line styling, with pieces that bring balance and versatility to a wardrobe. Its menswear and womenswear both encompass distinct lines: Black Label (modern city flare), Pink Label (defined as preppy), and Red Carpet for men, which includes tuxedos.

The SAND client is youthful (whether at heart or literally), but never juvenile. He or she is keen on exquisite workmanship, but avid to build a basic style. Soren describes the SAND man as having “…a cool, laid-back attitude. He’s well caredfor and sexy with a touch of macho, just like the nice things in life.” The SAND woman? “Strong, intellectual, independent, and likes to be well-dressed without being overdressed.”

The first step the couple takes in creating each collection is to begin with a blank space. “We always start a new collection by cleaning up—physically and mentally—like sitting down at a tidy desk. A sort of spiritual cleansing.”

Next comes selecting a dedicated palette found from fabric and yarn they’ve collected over time. Once colors are chosen, fabric weavers in Paris and Milan are notified and samples are sent to Soren and Lene. “We either say, ‘Doesn’t work’ or “Just right,” and while that process is going on, we work on the silhouettes and the style packages. It’s so important to get a good fit; the garments should sit perfectly.”

SAND Copenhagen insists on remaining a global wardrobe staple that is presently represented in 32 countries on six continents, to be exact. The focus of vision and composition is a Scandinavian style of living so sought after that the brand faces few boundaries when it comes to attracting the masses.

“SAND designs clothes for the way the world citizens think, work and live,” Soren explained. “So basically, we don’t have any particular geography in mind when designing our collections. Having said that, our Red Carpet pieces have really caught on in the U.S.”

And what does Soren advise the customer to invest in? “He for sure needs a shaped double-breasted blazer with a straight cut pant. She needs a stretch leather shirt with a full skirt in structured lace.”

A sophisticated solution, which tells us to keep our eye on the Danish, for they know too well what they are doing.

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