When Entrepreneurship Grows Out of Island Life and Friendship

The four entrepreneurs run the company Tunø Wear on a daily basis from their headquarters in the center of Aarhus. Once a year, they take a break and sail to Tunø to breathe in the fresh air, enjoy the open spaces, and develop new ideas inspired by island life and the local community.

How did the idea for Tunø Wear come about?

Magnus: The idea for Tunø Wear came about during our first summer vacation trip to Tunø. We were really excited about the values we felt island life represented. As we returned to Tunø again and again, we realized we had to create some kind of project that would shine a spotlight on the island. It’s absolutely magical.

Klaes: It wasn’t necessarily planned that it would become Tunø Wear, but the inspiration came from the island’s iconic features: the dairy, the ferry, the lighthouse, and the unique mindset found on Danish islands. On Tunø, the locals stick together—something we could see reflected in our friendship and therefore wanted to convey through our brand.

> We need to learn, in general, to cherish what surrounds us—whether it’s our clothes, our island life, or our friendships

You have a very special connection to Tunø. How did it all start?

Klaes: It all started with a summer house trip to Tunø back in 2015. Tobias’s family has a summer house on the island, and we really just wanted to spend some time together after a couple of years apart. Since then, we’ve made it an annual tradition to go there together, because it offers a unique opportunity to develop our brand in collaboration with the island’s passionate locals, but also because, over the years, Tunø has taken on a very special meaning for us and our friendship.

You’re colleagues, but first and foremost, really good friends. How do you balance that?

Magnus: All four of us have always had an entrepreneurial spirit, so we naturally share a common passion. We’re extremely professional by nature, but at the heart of it all, our friendship is Tunø Wear—and vice versa. Tunø Wear grew out of our relationships with each other and with the island, but our friendship has also grown significantly alongside Tunø Wear. We consider it a great privilege to be able to share our story while also helping to raise awareness about Tunø.

> You’re completely pulled out of your everyday life. You can’t do anything at all except be together

Aside from Tunø Wear, what does a summer house mean to you?

Klaes: Summer house trips often lead to deeper conversations and a sense of togetherness in a way that’s different from what we experience at home. When we step outside our usual surroundings, it creates new energy and different perspectives, which we also incorporate into our design and approach to running the business. Among our circle of friends, there are lots of traditions associated with our summer house trip to Tunø, including our time-honored courtyard dinner upon arrival, the annual Olympics day, and—let’s just admit it—there’s something special about skinny-dipping.

Magnus: When we arrive at the summer house on Tunø, we’re always struck by that “slow living” feeling. We gather some large stones by the water, build a sweat lodge, and drink a beer or enjoy a glass of red wine by the campfire. In a summer house, you always have only the bare essentials, and that creates a special sense of togetherness—just like what we see among the locals on Tunø.

Why do you have to go all the way out to an island to be together? What is it about island life?

Klaes: Island life can bring us closer together. That’s exactly the sense of community we want to create with Tunø Wear. There’s a tendency for people to move away from the islands because nothing ever happens, but it’s precisely in that contrast to the daily rat race that we make room for one another. You’re completely pulled out of your everyday routine. You can’t do anything at all except be together. Another special thing about island life is that you can’t just go home. It’s a total detox.

Of course, one might question whether we need yet another fashion brand. How do you approach sustainability?

Klaes: When it comes to sustainability, there’s actually a lot to learn from island life. On Tunø, there’s a roadside stand with potatoes and carrots pulled straight from the ground. From farm to table. At its core, it’s really about using the resources that are available. Tunø isn’t a big factory. Everything is as natural as possible. At Tunø Wear, we’re mindful of where every single raw material comes from and, furthermore, what conditions are like for the people working in the factories.

Magnus: Quality is the be-all and end-all at Tunø Wear, but for us, sustainability is just as much about creating products that are durable. You can use all the sustainable materials you want, but if the products don’t last, we’re contributing to an already far too high level of overconsumption. Just like Tunø, we’re not meant to be a large factory. We only launch limited collections, and we test and use all our products to ensure their durability. In general, we need to learn to cherish the things that surround us—whether it’s our clothes, our island life, or our friendships.

That, in a sense, is the essence of Tunø Wear.