The best thing about working as a creative duo is that they get to see each other daily. After chatting with Helle Hestehave and Rikke Baumgarten, you get it: even after 25 years of Baum und Pferdgarten, their plans for the Scandinavian cult brand are grand. Cover image: courtesy of Baum und Pferdgarten
Also, read: KARL MONIES: “PAY ATTENTION TO WHAT YOU PAY ATTENTION TO”
25 YEARS OF BAUM UND PFERDGARTEN
One of the Danish leading fashion houses turns 25 this year. A Gen-Z pur sang you could argue. But that may send the wrong message since a broader group beloved Baum und Pferdgarten than just their generation. Founded by designers Rikke Baumgarten and Helle Hestehave in 1999, the brand grew to great heights – and when talking to Helle and Rikke, their enthusiasm explains their success immediately. Their last collection, “Love and Friendship since 1999”, celebrated their achievements.
A lot has changed since their start. Social media has become one of the industry’s most critical marketing channels, and sustainability has become one of their showpieces. When the design duo met at the Royal Danish Academy, they had no idea what a bright future was ahead. Looking back, they can’t be anything but proud—perhaps a little sentimental.
IN CONVERSATION WITH HELLE HESTEHAVE AND RIKKE BAUMGARTEN
One might wonder how Baumd und Pferdgarten has come so far. Helle and Rikke attribute it mainly to their work ethic. “Being nice and inclusive to everyone is key for us. Everyone is welcome here at Baum und Pferdgarten,” explains Rikke. And that has been the case since the start of their brand. Looking back, they are nothing but thankful. Rikke: “There have been a lot of unforgettable moments during the past 25 years. The best part of the journey is probably to see our brand grow into what it is today and do everything with your best friend.” The answer leads to their driving force, the duo, who continuously finishes each other’s sentences, explains. “Our #BaumFamily and our very hard-working team who works around the clock to make everything happen. It’s a well-oiled machine.”
“OUR BAUMFAMILY IS LIKE A WELL-OILED MACHINE”
Helle Baumgarten
The Copenhagen (and Scandinavian style in general) has evolved. Gone are the days when puffy floral dresses paired with trainers ruled the streets of the Danish capital. The fashion scene in Copenhagen has evolved into a seamless blend of aesthetics, with a strong sense of effortless chic, quiet luxury, if you will. It has become more about versatile pieces that transition effortlessly from office hours to evening escapades, aligning with the city’s vibrant culture. Unlike the fixed codes of London and Paris, Denmark celebrates a diverse mixture of styles. Helle: “The Copenhagen style is more laid back than other cities. We bike a lot, so it is important for us that the clothes we wear are practical. We think that Baum und Pferdgarten is a good mix here – we design practical clothes but always with an interesting twist.” Rikke: “Baum und Pferdgarten’s style has evolved a lot. We are much more grown up in our designs now than 25 years ago.” However, they told Harper’s Bazaar: “You must find your voice, speak it, and surround yourself with many great colleagues to keep things moving. Work hard on your brand and, of course, the product; if you’re interesting, that will keep people coming back.”
Keep an eye on our Instagram for updates.
