Paris remains the meeting point between timeless fashion and the new voices redefining menswear. In that spirit, Danish label Les Deux has opened its first flagship store outside Scandinavia, right in the heart of Le Marais, one of the city’s most dynamic neighborhoods.

Founded in Copenhagen in 2011, the brand has built its identity on a distinctive blend of preppy elegance and athletic energy – a balance that has taken it from a small basement project to one of Northern Europe’s most respected menswear names. The Paris opening, celebrated on 30 October 2025, marks the beginning of a new stage in its international journey.

Amid the creative buzz of the district and the excitement surrounding this milestone, we met with the Les Deux team to talk about the road so far, the state of the industry, and the maturity of a brand that continues to grow without losing its authenticity. Find out what they told us below:

Hey guys, congratulations on your first store in Paris – and your first flagship outside Scandinavia. How are you feeling?

Thank you so much! We’re genuinely thrilled. This space in Paris feels like the reward for more than a decade of hard work alongside our team. We started from nothing and managed to build a label with its own voice. It’s been a long journey filled with lessons, and it just felt like the right time to open our first physical store.

Why did you choose Paris?

Because it’s still the world’s fashion capital and a natural springboard to the rest of the world. When a brand considers opening a store, Paris is usually at the top of the list. Here you’ll find heritage houses next to emerging labels – that mix creates a unique kind of energy. The retail landscape here also feels very much alive, and in our line of work, that makes all the difference.

Makes sense. Can you tell us what you want visitors to feel when they first step inside?

Our goal is for them to feel instantly at ease — as if they’ve entered a friend’s apartment — surrounded by warmth and genuine energy.

A while ago, during a trip to New York, we visited a few stores and had an experience that really stuck with us. At one of them, the security guard asked if we had an appointment. The place was empty, yet he told us we only had twenty minutes. We simply said, “You know what? We’re good and we don’t need it”.

That kind of interaction is the opposite of what we believe in. We want everyone who walks through the door to feel that this space belongs to them: relaxed, open, and free from pretence.

Beyond that good atmosphere, is there a particular message you want to send with this opening?

We’re not trying to make a statement to the industry; we do what feels right without comparing ourselves to anyone else. We have a lot of respect for everyone in this space, but for us, this opening is a natural evolution — another step in the brand’s maturity.

Fashion is moving through uncertain times, with consumers becoming increasingly cautious. How do you approach that as entrepreneurs?

It’s undoubtedly a delicate period, and, as in any industry, there are ups and downs. The market as a whole was sluggish last year, yet we managed to hit double-digit revenue growth. That’s because we chose to do things our own way instead of following traditional formulas. We rely on creativity, drive, and persistence. When the market slows, our reaction is simple: keep pushing forward with the same energy as always.

You started out making basics like T-shirts and sweatshirts, but now your collections cover everything — even tailoring. How did that evolution unfold?

Right, it started with the basics, and over time, we were fortunate to bring in people who pushed us to aim higher. After the success of our trousers, we expanded the design team and added specialists in knitwear, tailoring, and fabrics. Each brought a fresh perspective that helped refine every category.

That evolution came naturally and shaped what we are today — a menswear brand that accompanies men through every moment, from work and travel to weekends and special occasions.

Menswear has evolved significantly in recent years — how do you see this transformation?

It’s been a complete transformation! Men are far more aware now — they understand fabrics, cuts, and their own personal style. They want to express themselves, feel confident, and project a sense of identity. It’s an exciting landscape, and we believe it will continue to evolve and gain even more importance.

How would you describe the Les Deux men?

We would describe the Les Deux men as individuals between 25 and 35 who enjoy sport, good food, and looking after both their wellbeing and style. They embody the balance between classic and contemporary — the meeting point of classic prep and sporty street.

As you begin developing a new collection, does it start from an idea or a garment?

For us, the process starts with what we call “calculated creativity.” We know our numbers, margins,  and product mix; that understanding helps us balance creative ambition with commercial stability. From there, everything starts to fall into place.

If we could look at your mood board right now, what would we find?

You’d see references tied to our roots — Europe and Copenhagen — along with images of British country houses, vintage portraits, and cultural cues reimagined through a modern lens. We can’t reveal much more, but you’ll soon see it come to life in our upcoming collections.

Okay, we’re looking forward to it then!