Peter Grensteen from by basics

Words Pernille Hammershøj

What are your hopes for the AW18 season?

Commercially we hope to continue the strong and solid growth from FY17 combined with execution on the agreed FY18 strategy involving introduction of 2 new product lines. We have a strong commitment to our soul of the company – supplying timeless, comfortable and easy to wear and high quality basic products for all ages. AND even more important – we hope to make even more people happy with our products.

What makes the by basics brand stand out from the 500+ other brands represented at CIFF?  

The combination of our unique selling points – makes by basics quite unique. We work with Oeko-tex certified high-quality fabrics and all styles are designed and knitted in Denmark. We offer our clients more than 120 different styles in 47 colours in solid, melange and stripes. The styles can be washed at 30 degrees and can tumbled dried without shrinking. Also, we avoid overproduction by only making styles made to order and our garments are easy to care for and comfortable to wear.

You are visible at fashion fairs all over Europe –  what is the benefit of being part of a fashion fair in Copenhagen?

We see CIFF as the light tower for Scandinavian fashion – attracting people from all over the world!  The size and professionalism of the show makes it easier for us as brand to reach out to the audience of existing and new customers.  And as a Danish brand it’s a must to participate at CIFF and be part of the Danish fashion legacy

Your advice to get through a busy day at CIFF?

Stay calm and keep a good spirit– the busier the better ?