Responsibility - A sustainable business model

Our biggest dream is to change the fashion industry. We want to do away with mass production, full stock, poor quality, sales and all that which, in reality, is the biggest culprit in the textile industry.

Because WAY too much clothing is produced. In fact, twice as much clothing is produced as just 20 years ago. And it MUST stop. Especially because the fashion industry is (what is said) the second most polluting industry worldwide.

We cannot save the world alone. But we can make a difference by only producing what the customer needs.

We hope you will join us on that journey.


We produce 1pc at a time, directly to the customer. In this way, we ensure a short supply chain and have no waste in the process.


We offer custom made clothes for those who do not fit our standard measurements. You can both add length and remove length from our standard sizes. We want to sell clothes that people want to wear again and again. And fit is just one important parameter.


Contrary to the typical fashion brands with large and many collections per year, our business model is completely different. We have 1 favorite collection, and we run the same 3 HighEnd qualities. We have been geeking out for many months after exactly the qualities that hold up nicely after washing and use and can be used for many years to come.


We have gone for the long-stacked cotton fibres, which in technical terms are called a 60's yarn. A 60/2s yarn is much finer than the traditional 30/1s yarn. It lasts 30-40% better because 2 threads are spun together, versus 1 thread. The color fastnesses are better because there are fewer impurities in the thread. Also what we refer to as a combed cotton. In the long term, we will go for BCI cotton, which is at least as sustainable as organic cotton. Only very few people know about it. In addition, BCI represents approx. 22% of the world's cotton.


Why don't we use organic cotton? For several reasons. The long-stacked fibers are almost impossible to dust off when we talk about ecology, because there are vermin in an organic cotton field. An organic cotton field is typically only 20% utilized. This means that 80% of the field could be used for other plants, which provide more biodiversity. Furthermore, 2-3 times as much water is used compared to a conventional cotton field, because the yield is so small. Organic cotton makes up only 1% of total cotton worldwide. But the demand is huge, as it has become "fashionable". And it doesn't make sense.


Our dream has been from day 1 to be completely transparent. Therefore, we only use Danish producers to ensure as responsible a value chain as possible. And the crazy thing is that we are 95% on target. Our qualities come from Danish suppliers who have been geeking out on these metered goods for over 10 years. So YES, they are thoroughly tested and last after washing and use. All trim, such as elastic, prints and hangtags also come from Danish manufacturers, with a very strong sustainable profile. All are of course oeko-tex100 certified, some are Gots certified or the Swan label. And we are very proud of that. One sewing room is located in Denmark, so we can proudly write - MADE IN DENMARK. The second sewing room is located in Ukraine and produces our Punto Roma quality. But all adjustment will take place in Denmark, so we can make customized items. And this is where we stand out from the crowd.


PUBLICATION - produce our Punto Roma qualities. It is a family business that only focuses on sustainable brands.

Son of a Tailor - supply our hero High End Supima and Tencel qualities and are the first ever to produce On Demand.

Jet sports - makes all our prints in Viborg. Jetsport is also a family business from Denmark, which has existed for many years. They are known to be the best on the market when it comes to high quality. They care about the environment and are both oeko-tex100 and Gots certified.

Elas A/S - produce our elastics, which we have in our trousers. Elas is another Danish family business from Herning, which has existed for over 50 years. They are known for their high level of quality and are oeko-tex100 certified.

Andersen & Stender - produce our buttons, which we have in our trousers. A&S is another Danish family-owned company from Ikast dating back to 1939. They are of course also oeko-tex100 certified and are known for their high level of service and quality.

Basic printing and signs Aps - makes all our hang tags and thank you cards. Basis-tryk is also an old Danish company located in North Jutland (Dronninglund), which is very concerned about the environment, quality and high level of service. Maybe a small supplier for us. But one of those who have made the biggest impression in terms of their passion for the sustainable. They are of course both oeko-tex100 and Nordic Ecolabel certified.


Founder and CEO - Rikke Ahlgreen Møller

Rikke has worked in the fashion industry since 2000, primarily as a creative buyer. But in recent years, Rikke has also worked with CSR and quality assurance. Rikke is a textile geek and a perfectionist who loves to optimize products. And even the smallest details are thought about. Starting Herobyahlgreen is a dream, dating back to childhood. But it requires courage and willpower...especially because Rikke wants to revolutionize an industry that still produces far too much clothing. It can be done smarter and simpler. Namely by producing OnDemand. Read more about Rikke's vision and CSR work:

Designer - Jan Chul

Jan is a trained designer and has worked for all the major brands since 2000. Jan and Rikke met many years ago when they both worked for one of the Danish medium-sized fashion houses and have kept in touch ever since. Jan has started several brands, such as Humør, WeAreCph and now also Herobyahlgreen.

Jan has 100% his heart in the right place. He will always go the extra mile for those he knows and he loves entrepreneurship and projects that inspire him. With Herobyahlgreen it was a no brainer. Because it made so much sense, as Jan himself lives by the values ​​that Hero stands for. To have little but good things and only favorites in your wardrobe. And this is exactly the wardrobe that Jan has designed for Hero. If you see Jan on the street, you will often see him in a pair of cool sweat pants, a tee and a pair of cool sneaks.