The '101' goes abroad

To celebrate the international launch of Denmark’s iconic # 101 T-shirt, the German photographer Jonas Unger has documented the Tee on a road-trip around the world. In December 2014 a box set of booklet and prints from the journey will be exhibited in selected fashion stores across Europe. 

Worn by generations of fashion conscious Danes, the 101 T-shirt will for the first time be stocked in selected fashion stores in Northern Europe from December. The story of the 101 began in 1967, when Jørgen Nørgaard designed the long-sleeved ribbed T-shirt for his Copenhagen concept store Nørgaard Paa Strøget. An instant design classic, the 101 is more in demand than ever nearly five decades later. To mark the 101’s first foray outside Denmark, Mads Nørgaard, who took over the family business in 2010, commissioned the photographer Jonas Unger to take the timeless T-shirt on a trip around the world.

Mads Nørgaard, designer: 

“The deal with Jonas was simple: Take the #101 away from autumn in Copenhagen and on an adventure. We wanted to see the 101 tee away from home, through the eyes of people looking at it for the first time, who have don’t have the concept of it as an icon. We gave Jonas total freedom. He could photograph the 101 whichever way he wanted, wherever he wanted.”

Jonas Unger, photographer:

“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.


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