“We will need to spend more, to get more”

Words Susanne Kinnerup 

“We will need to spend more, to get more”

Current creative director of DANSK Magazine and Grenaa Creative Kim Grenaa has worked in Danish fashion for more than 20 years, and is one of the heavyweights within the industry. In the future, he hopes for a stronger Copenhagen Fashion Week and a more global Danish fashion scene.


How would you describe your role on the Danish fashion scene? 

I have multiple roles. I have been behind awards, prizes, and exhibitions that celebrate

Danish fashion. For each issue of DANSK Magazine, we proudly show the collections of great designers in our editorials. And as creative directors for many of the Danish brands, campaigns and fashion shows, Grenaa Creative helps develop their DNA and make them even more visible.


What has been the most remarkable change on the Danish fashion scene since you entered it?

I have been on the scene for more than 20 years… so there has been a revolution…

But for me, the most positive development is the way we are thinking much more internationally now.


What is most positive about Danish fashion right now?

The fearless and courageous attitudes I feel in some parts of the industry.


What is the worst thing about Danish fashion right now?

The budgets for marketing…


Which Danish designers do you turn to when you are shopping?

I always have something from Tonsure in my wardrobe.


What was your first personal experience with Danish fashion?

Back in the 90s, I was a fashion editor for Jyllands-Posten, where I got to know all the Danish designers of the day, and over the years working for Eurowoman, Euroman, Costume, Elle, and of course DANSK Magazine, I have developed that knowledge and added all the new super talented newcomers. It has been a real pleasure.


When you look into your wardrobe, which piece of Danish design is your favorite?

I have a navy blue SAND suit, that has been in my closet for more than 10 years.

It’s a classic.


Looking five years into the crystal ball, what is your dream for Danish fashion?

I wish for a stronger Copenhagen Fashion Week with a lot of good shows. And a few more Danish brands on the international Fashion Weeks would also be a blessing. But we will need to spend more, to get more… If you know what I mean?