ELSK’s placering er en del af brandet

The clothing brand ELSK is located high up in the northwest Jutland soil. The landscape here is known for its white dunes, large waves, and national parks. This provides an opportunity to remind each other within the company of the values the area is built on. For ELSK, it makes it easier to express their value of integrity. And when we shop locally, we support much more than we realize.

ELSK was founded in 2013 in the naturally ‘beautiful Thy’. Here, the values of northwest Jutland forms the framework for the company. For CEO Lars Riis, this has meant that as an entrepreneur, he doesn’t need to be exactly where everyone else in the industry has their headquarters. Up here, they are not disturbed by the trends of the big city and can focus on nurturing their business. Their unique location helps draw attention to the clothing brand. Thy is a tourist attraction, so there is plenty of opportunity to highlight the local brand. When customers visit ELSK in Thy, they experience the feeling of shopping locally. You are greeted by local staff from the area who take their time and are welcoming.

The COVID-19 crisis has put Danish retail under unprecedented pressure. Small local shops and businesses are the glue that holds a community together and helps it thrive. When customers buy a sweater from ELSK, they are supporting the local community. This support goes towards, among other things, a local workplace, which also makes the area more attractive. Small businesses contribute to the community, and through their craftsmanship and high service levels, they can help elevate and unite the town.

There is a growing trend to shop for clothes online, without first considering local options, and this is a big mistake. It’s better for the environment when as much of the shopping as possible is done locally. And ELSK values sustainability. ELSK strives to establish a clothing brand where catwalks and high fashion are not their focus, but rather a focus on air under the wings and sustainable clothing. But can sustainable clothing be created in this industry? Actually, the word ‘sustainable’ is one they use for lack of a better term.

“We prefer to use the word ‘integrity’. Because at ELSK, it’s about us being decent. We have to treat the planet, our customers, and our partners decently and take care of them! ‘Sustainable’ sounds like something that is good for the planet. But it will never be good for the planet to produce clothing. It puts a strain on the environment, no matter how green you make it. So, we have to make sure to minimize that impact as much as possible.”

When the value set becomes clear

During Covid-19, the clothing industry was left with several collections that couldn’t be sold in stores. One of the important measures for ELSK was, therefore, to act with integrity towards their producers. They chose to go against the trend in the industry by not pulling their collections back. This allowed them to remain trustworthy and decent towards their producers. Their core value of integrity is not only internal within the company. Externally, they decided to donate 25 percent of their revenue during Covid-19 to physical retailers. They did this to provide support during an otherwise difficult period, as the shutdowns in retail were hard on the retailers.

In their goal to lead the way in the fight for an environmentally conscious clothing industry, they have committed to donating at least 1 percent of their revenue to environmental protection initiatives. Over the past few years, they have supported several projects related to environmental protection and culture.

ELSK values their local roots. They can hire locally and speak directly to local patriotism. They are a company that can be rebellious in their own ‘Thy-way’, and they try to reflect the values they live by in their everyday life. There must be room for play, exploration, and creativity, and the pursuit of profit must come after the pursuit of a good product. For them, it’s important to be a role model as an entrepreneur, where it’s possible to have a business that includes flexibility and personal values.

Table of content

ELSK’s location is part of the brand

When the value set becomes clear

Let's start a conversation

A risk free solution

Always know what you pay

Support

Solutions

Conditions

+45 89 808 404

hej@flexbuy.dk

ELSK’s location is part of the brand

When the value set becomes clear

Sales Manager

B2B-mødebooker

Gross Salary Schemes and Taxation

A risk free solution

Always know what you pay