Strategist and writer helping brands bring bold ideas to life through insights, strategy, and communication.
Strategist and writer helping brands bring bold ideas to life through insights, strategy, and communication.
Strategist and writer helping brands bring bold ideas to life through insights, strategy, and communication.
Mikkel B. Svendsen
Strategist and writer helping brands bring bold ideas to life through insights, strategy, and communication.
Mikkel B. Svendsen
Strategist and writer helping brands bring bold ideas to life through insights, strategy, and communication.
For the dreamers, ballers, artists, creators, dawgs, thinkers, visionaries, and the OGs
Time and again, people and communities are exploited by greedy opps. When you struggle to make ends meet, your ability to dream dissolves. You’re surviving, not living. We see you. Astrid Andersen is our success story, but you’re the Pippens and the Rodmans to our Jordan. Now it’s time to give back. No more “another day, another struggle,” unless we’re vibing to Biggie at the function. When nighttime arrives, we want you to be able to say “today was a good day.”
We want to bring about an equal and exploitation-free future where caring is cool. We’re in the business of equipping people with purpose, figuratively and literally. And that’s why, from this day on, we’re dedicating excess profits towards bringing about positive changes; backing our community, you, with social events, learning opportunities, and funding for bringing your ideas to life; supporting organisations and causes of your choice that want to bring about a better tomorrow with us.
Bringing about a better tomorrow is easier said than done. We need to walk the talk. And for that, our values will guide our actions; a code of conduct to hold us accountable by. Without further ado, this is How We Do.
Love We think, speak, and act from a place of care, commitment, trust, respect, responsibility, and knowledge.
Generosity We can never go nowhere, unless we share with each other. Shout out, Pac. When we eat, the community eats. We’re sharing knowledge, learnings, resources, opportunities, and tools.
Integrity We hold each other accountable and learn from our mistakes. We grow as one.
Imagination We dream big, boldly, and openly. Through collective imagination, the core of creation, play, and fun, we spark hope and inspire change.
Unconventional We question everything. We challenge conventions to nurture creativity and innovation, weaving together creative confidence one thread at the time.
Quality We’re no mid machines. Attention to detail and quality are at the heart of our production, sure, but it flows throughout how we interact with one another, too.
2023
2023
Year 2023
Year 2023
Year 2023
Insights, Strategy, Communication
Insights, Strategy, Communication
Type Insights, Strategy, Comms
Type Insights, Strategy, Communication
Type Insights, Strategy, Communication
This project transforms Astrid Andersen, a small contemporary fashion brand rooted in 90s and 00s hip-hop, into a resilient brand that seeks to push positive social changes by adopting the degrowth theory.
Limitless growth comes with consequences, some unfolding socially as we speak. The degrowth theory, however, proposes a different way forward in prioritising people over profit with money being the means to an end: living a meaningful life in an equal and just world.
The future reeks of doom and gloom due to permacrisis halitoses. Millennials and Gen Z smell it. They voice their concerns, but to no avail. They feel like they’re missing out on life as they drown in duties, forced to do “the right thing” — keeping the hamster wheel going, the faster the better.
But a cultural shift is underway. Gen Z and Millennials look for ways to claim agency, to make life meaningful. And one way they do so is by shopping responsibly. These days, brands have to provide meaning to remain relevant; their why and how are just as important as their what.
Decentralisation and democratisation, redistribution of profits, crowdfunding and crowdsourcing. Applicable degrowth values, check. Rooted in these, I transformed Astrid Andersen’s strategy and narrative. Then, to bring everything to life, I put together a brand manifesto and a creative communication concept.
This project explores how Astrid Andersen, a small fashion brand rooted in 90s and 00s hip-hop culture, can build brand resilience and push positive social changes by reframing the idea of growth according to the degrowth theory.
Traditionally, in the world of business, growth equals expansion in the name of creating economic value. And with that comes consequences, unfolding socially as we speak. Degrowth, however, proposes a different way forward, prioritising people over profit. Put (very) simply, degrowth considers money the means to an end. Namely, living a meaningful life in an equal, caring, and just society.
These days, the future reeks of doom and gloom due to permacrisis halitoses. Millennials and Gen Z smell it, voice their concerns, but to no avail. They feel like they’re missing out on life as they drown in duties, forced to do “the right thing” — keep the hamster wheel going, the faster the better. But a cultural shift is underway. They look for ways to claim agency—to make life meaningful. And supporting responsible brands is one way they do so. For brands to remain relevant, brands have to provide meaning; their why and how are have become equally as important as their what.
Decentralisation and democratisation, redistribution of profits, crowdfunding and crowdsourcing. Applicable degrowth values, check. Rooted in these, I transformed Astrid Andersen’s strategy and narrative. And to bring everything to life, I wrote a brand manifesto, and developed a creative communication concept.
This project explores how Astrid Andersen, a small fashion brand rooted in 90s and 00s hip-hop culture, can build brand resilience and push positive social changes by reframing the idea of growth according to the degrowth theory.
Traditionally, in the world of business, growth equals expansion in the name of creating economic value. And with that comes consequences, unfolding socially as we speak. Degrowth, however, proposes a different way forward, prioritising people over profit. Put (very) simply, degrowth considers money the means to an end. Namely, living a meaningful life in an equal, caring, and just society.
These days, the future reeks of doom and gloom due to permacrisis halitoses. Millennials and Gen Z smell it, voice their concerns, but to no avail. They feel like they’re missing out on life as they drown in duties, forced to do “the right thing” — keep the hamster wheel going, the faster the better. But a cultural shift is underway. They look for ways to claim agency—to make life meaningful. And supporting responsible brands is one way they do so. For brands to remain relevant, brands have to provide meaning; their why and how are have become equally as important as their what.
Decentralisation and democratisation, redistribution of profits, crowdfunding and crowdsourcing. Applicable degrowth values, check. Rooted in these, I transformed Astrid Andersen’s strategy and narrative. And to bring everything to life, I wrote a brand manifesto, and developed a creative communication concept.
This project explores how Astrid Andersen, a small fashion brand rooted in 90s and 00s hip-hop culture, can build brand resilience and push positive social changes by reframing the idea of growth according to the degrowth theory.
Traditionally, in the world of business, growth equals expansion in the name of creating economic value. And with that comes consequences, unfolding socially as we speak. Degrowth, however, proposes a different way forward, prioritising people over profit. Put (very) simply, degrowth considers money the means to an end. Namely, living a meaningful life in an equal, caring, and just society.
These days, the future reeks of doom and gloom due to permacrisis halitoses. Millennials and Gen Z smell it, voice their concerns, but to no avail. They feel like they’re missing out on life as they drown in duties, forced to do “the right thing” — keep the hamster wheel going, the faster the better. But a cultural shift is underway. They look for ways to claim agency—to make life meaningful. And supporting responsible brands is one way they do so. For brands to remain relevant, brands have to provide meaning; their why and how are have become equally as important as their what.
Decentralisation and democratisation, redistribution of profits, crowdfunding and crowdsourcing. Applicable degrowth values, check. Rooted in these, I transformed Astrid Andersen’s strategy and narrative. And to bring everything to life, I wrote a brand manifesto, and developed a creative communication concept.
This project explores how Astrid Andersen, a small fashion brand rooted in 90s and 00s hip-hop culture, can build brand resilience and push positive social changes by reframing the idea of growth according to the degrowth theory.
Traditionally, in the world of business, growth equals expansion in the name of creating economic value. And with that comes consequences, unfolding socially as we speak. Degrowth, however, proposes a different way forward, prioritising people over profit. Put (very) simply, degrowth considers money the means to an end. Namely, living a meaningful life in an equal, caring, and just society.
These days, the future reeks of doom and gloom due to permacrisis halitoses. Millennials and Gen Z smell it, voice their concerns, but to no avail. They feel like they’re missing out on life as they drown in duties, forced to do “the right thing” — keep the hamster wheel going, the faster the better. But a cultural shift is underway. They look for ways to claim agency—to make life meaningful. And supporting responsible brands is one way they do so. For brands to remain relevant, brands have to provide meaning; their why and how are have become equally as important as their what.
Decentralisation and democratisation, redistribution of profits, crowdfunding and crowdsourcing. Applicable degrowth values, check. Rooted in these, I transformed Astrid Andersen’s strategy and narrative. And to bring everything to life, I wrote a brand manifesto, and developed a creative communication concept.
2023
2023
Year 2023
Year 2023
Year 2023
Insights, Strategy, Communication
Insights, Strategy, Communication
Type Insights, Strategy, Comms
Type Insights, Strategy, Communication
Type Insights, Strategy, Communication
The danish fashion brand Samsøe Samsøe wanted to connect deeper with Millennials, and wanted to know the value of sustainability communications in doing so. This project explores how extending the lifecycle of clothes and enabling conscious consumption could help them do so.
Addressing sustainability as a fashion brand feels like trotting into treacherous territory. It sure can be, if not done sensibly. Some brands have done their reputation more harm than good by praising their own sustainability efforts publicly. Others purposefully clutter their communications to say something that sounds right yet has no substance, embracing corporate verbiage for the clout.
When brands claim to be sustainable, Millennials call bullshit. A sustainable fashion brand? There’s no such thing. A responsible one, though. Different story.
Millennials aspire to live with integrity, to speak, think, and act in alignment with their moral compasses. They also aspire for their clothes to display their uniqueness. But as it’s hard to decipher which brands can help them do both, shopping responsibly has become a sticky situation.
Brands that own their fallibility increase their chances to build trust and credibility. Millennials want brands to take responsibility for their societal and planetary footprint.
Co-created from leftover denim, the solution first features prototypes that extend the lifecycle of old clothes. Namely, a unique product as well as in-store fitting room curtains. Secondly, the solution introduces a prototype of an AI and ML enhanced shopping experience. Through a QR code by the wash label in the clothes, shoppers are able to access information about the materials and the supply chain.
Samsøe Samsøe, a Danish fashion brand, wanted to take the temperature of their sustainability communications as they wanted to connect deeper with Millennials. This two-fold project explores how Samsøe Samsøe might extend the lifecycle of textiles and implement new technology to enable conscious consumption.
Addressing sustainability as a fashion brand feels like trotting into treacherous territory. And it sure can be. If not done sensibly, that is. In recent years, many fashion brands have spoken highly about their sustainability efforts, yet often causing their reputation more harm than good. As the result of seeing peers misstep and suffering the consequences, many fashion brands have embraced corporate verbiage, purposefully cluttering their communications like zealots.
When brands claim to be sustainable, Millennials call bullshit. Throughout their lifetime they’ve witnessed brands use every trick in the book to make more money. A sustainable fashion brand? There’s no such thing. Period. A responsible brand, however. Different story.
As Millennials have developed moral compasses, they aspire to build their identity with integrity. Yet, their desire to dress uniquely prevails. Shopping responsibly has become a tedious task, as it’s hard to decipher which brands walk the talk and which brands sell hot air.
There’s no reason for brands to flaunt their flaws and failures. Instead, taking responsibility for their societal and planetary footprint can go a long way; brands that own their fallibility increase their chances to build trust and credibility. And one way for brands to do so, is to enable Millennials to make informed shopping decisions.
For starters, recommendations for improved sustainability communications. Put simply: don’t claim to be sustainable, own your flaws and failures, and take action to do better to show responsibility. Also, encourage customers to bring in worn-out clothes in exchange for store credit.
Co-created from leftover denim, the solution firstly features prototypes that extends the lifecycle of old clothes: a unique handbag and in-store fitting room curtains. Secondly, the solution introduces yet another prototype: an AI and ML enhanced shopping experience that prioritises to show most commonly accessed information about the product in question. By adding an additional wash label with a QR code to their products, Samsøe Samsøe makes information about the product and its origins accessible, enabling consumers to make informed shopping decisions.
Samsøe Samsøe, a Danish fashion brand, wanted to take the temperature of their sustainability communications as they wanted to connect deeper with Millennials. This two-fold project explores how Samsøe Samsøe might extend the lifecycle of textiles and implement new technology to enable conscious consumption.
Addressing sustainability as a fashion brand feels like trotting into treacherous territory. And it sure can be. If not done sensibly, that is. In recent years, many fashion brands have spoken highly about their sustainability efforts, yet often causing their reputation more harm than good. As the result of seeing peers misstep and suffering the consequences, many fashion brands have embraced corporate verbiage, purposefully cluttering their communications like zealots.
When brands claim to be sustainable, Millennials call bullshit. Throughout their lifetime they’ve witnessed brands use every trick in the book to make more money. A sustainable fashion brand? There’s no such thing. Period. A responsible brand, however. Different story.
As Millennials have developed moral compasses, they aspire to build their identity with integrity. Yet, their desire to dress uniquely prevails. Shopping responsibly has become a tedious task, as it’s hard to decipher which brands walk the talk and which brands sell hot air.
There’s no reason for brands to flaunt their flaws and failures. Instead, taking responsibility for their societal and planetary footprint can go a long way; brands that own their fallibility increase their chances to build trust and credibility. And one way for brands to do so, is to enable Millennials to make informed shopping decisions.
For starters, recommendations for improved sustainability communications. Put simply: don’t claim to be sustainable, own your flaws and failures, and take action to do better to show responsibility. Also, encourage customers to bring in worn-out clothes in exchange for store credit.
Co-created from leftover denim, the solution firstly features prototypes that extends the lifecycle of old clothes: a unique handbag and in-store fitting room curtains. Secondly, the solution introduces yet another prototype: an AI and ML enhanced shopping experience that prioritises to show most commonly accessed information about the product in question. By adding an additional wash label with a QR code to their products, Samsøe Samsøe makes information about the product and its origins accessible, enabling consumers to make informed shopping decisions.
Samsøe Samsøe, a Danish fashion brand, wanted to take the temperature of their sustainability communications as they wanted to connect deeper with Millennials. This two-fold project explores how Samsøe Samsøe might extend the lifecycle of textiles and implement new technology to enable conscious consumption.
Addressing sustainability as a fashion brand feels like trotting into treacherous territory. And it sure can be. If not done sensibly, that is. In recent years, many fashion brands have spoken highly about their sustainability efforts, yet often causing their reputation more harm than good. As the result of seeing peers misstep and suffering the consequences, many fashion brands have embraced corporate verbiage, purposefully cluttering their communications like zealots.
When brands claim to be sustainable, Millennials call bullshit. Throughout their lifetime they’ve witnessed brands use every trick in the book to make more money. A sustainable fashion brand? There’s no such thing. Period. A responsible brand, however. Different story.
As Millennials have developed moral compasses, they aspire to build their identity with integrity. Yet, their desire to dress uniquely prevails. Shopping responsibly has become a tedious task, as it’s hard to decipher which brands walk the talk and which brands sell hot air.
There’s no reason for brands to flaunt their flaws and failures. Instead, taking responsibility for their societal and planetary footprint can go a long way; brands that own their fallibility increase their chances to build trust and credibility. And one way for brands to do so, is to enable Millennials to make informed shopping decisions.
For starters, recommendations for improved sustainability communications. Put simply: don’t claim to be sustainable, own your flaws and failures, and take action to do better to show responsibility. Also, encourage customers to bring in worn-out clothes in exchange for store credit.
Co-created from leftover denim, the solution firstly features prototypes that extends the lifecycle of old clothes: a unique handbag and in-store fitting room curtains. Secondly, the solution introduces yet another prototype: an AI and ML enhanced shopping experience that prioritises to show most commonly accessed information about the product in question. By adding an additional wash label with a QR code to their products, Samsøe Samsøe makes information about the product and its origins accessible, enabling consumers to make informed shopping decisions.
Samsøe Samsøe, a Danish fashion brand, wanted to take the temperature of their sustainability communications as they wanted to connect deeper with Millennials. This two-fold project explores how Samsøe Samsøe might extend the lifecycle of textiles and implement new technology to enable conscious consumption.
Addressing sustainability as a fashion brand feels like trotting into treacherous territory. And it sure can be. If not done sensibly, that is. In recent years, many fashion brands have spoken highly about their sustainability efforts, yet often causing their reputation more harm than good. As the result of seeing peers misstep and suffering the consequences, many fashion brands have embraced corporate verbiage, purposefully cluttering their communications like zealots.
When brands claim to be sustainable, Millennials call bullshit. Throughout their lifetime they’ve witnessed brands use every trick in the book to make more money. A sustainable fashion brand? There’s no such thing. Period. A responsible brand, however. Different story.
As Millennials have developed moral compasses, they aspire to build their identity with integrity. Yet, their desire to dress uniquely prevails. Shopping responsibly has become a tedious task, as it’s hard to decipher which brands walk the talk and which brands sell hot air.
There’s no reason for brands to flaunt their flaws and failures. Instead, taking responsibility for their societal and planetary footprint can go a long way; brands that own their fallibility increase their chances to build trust and credibility. And one way for brands to do so, is to enable Millennials to make informed shopping decisions.
For starters, recommendations for improved sustainability communications. Put simply: don’t claim to be sustainable, own your flaws and failures, and take action to do better to show responsibility. Also, encourage customers to bring in worn-out clothes in exchange for store credit.
Co-created from leftover denim, the solution firstly features prototypes that extends the lifecycle of old clothes: a unique handbag and in-store fitting room curtains. Secondly, the solution introduces yet another prototype: an AI and ML enhanced shopping experience that prioritises to show most commonly accessed information about the product in question. By adding an additional wash label with a QR code to their products, Samsøe Samsøe makes information about the product and its origins accessible, enabling consumers to make informed shopping decisions.
Casually browsing the Merriam-Webster dictionary, as you do, I stumbled upon the following definition of escapism: “habitual diversion of the mind to purely imaginative activity or entertainment as an escape from reality or routine”. Until recently, I imagined escapism to be avoidance dressed nicely; nevertheless, it seems that escapism equates to deliberately painting outside the lines, simply because it’s pleasing.
I dove head-first into the cool and serene ocean of escapism. Here, I understood there to be two sides of the same coin: Escapism and Avoidance, also known as: Pull and Push; Active and Passive; Deliberate and Compulsive. Looking into both concepts, however, doesn’t explain where our need to escape reality stems from. So, what are we trying to escape and why?
Nothing but the ideal is good enough. We struggle to meet our own unrealistic expectations. For instance, after countless hours of wrestling my inner critic, unable to find the perfect example of paralyzing perfectionism, I surrendered. Only then, with a defeated look on my face, was I able to recognize the perfect example emerging before my eyes; I only had to look in the mirror.
We pursue the ideal life, like wide-eyed lizards frantically looking for noonday rocks on a warm summer day. Ironically, while pursuing the ideal life we forget to live. Instead, we drown in duties. We become walking to-do lists. We forget how to have fun. The illusion of the ideal is the ideal illusion; never realized, but ever evolving; like sailing up a creek without a paddle. How might we regain control?
Just like we should apply sunscreen to our faces, even on cloudy days, I believe we need to apply a little escapism to our lives too. We need to initiate dream-nourishing activities on purpose, rather than partake in mind-numbing activities out of compulsion. Dose your escapism right and you may just start living again.
2023
2023
Year 2023
Year 2023
Year 2023
Insights, Communication
Insights, Communication
Type Insights, Communication
Type Insights, Communication
Type Insights, Communication
Initially, I wrote an essay on escapism to explore our collective need to escape reality ever so often. I then proceeded to explore escapism in various shapes and sizes.
Pace and pressure; the name of the 21st century game. When the world wears us out, escapism greets us with a warm embrace like a trusted friend.
But what comes across as a friendly face to some also appers as the frivolous friend to others. You know, that kind of friend your parents weren’t keen on you hanging out with.
What would honest, commercial escapism look like? Many seek refuge in the bathroom, scrolling their phones like there’s no tomorrow. But what if there was an analogue counterpart, providing momentary dopamine detox?
My curiousity put forth questions. I felt compelled to answer, and ventured tongue-in-cheek into the promised land of prototyping to make conceptualise my thinking.
Initially, I wrote an essay on escapism to explore our collective need to escape reality ever so often. I then proceeded to explore escapism in various shapes and sizes.
Pace and pressure; the name of the 21st century game. When the world wears us out, escapism greets us with a warm embrace like a trusted friend.
But what comes across as a friendly face to some also appers as the frivolous friend to others. You know, that kind of friend your parents weren’t keen on you hanging out with.
What would honest, commercial escapism look like? Many seek refuge in the bathroom, scrolling their phones like there’s no tomorrow. But what if there was an analogue counterpart, providing momentary dopamine detox?
My curiousity put forth questions. I felt compelled to answer, and ventured tongue-in-cheek into the promised land of prototyping to make conceptualise my thinking.
Initially, I wrote an essay on escapism to explore our collective need to escape reality ever so often. I then proceeded to explore escapism in various shapes and sizes.
Pace and pressure; the name of the 21st century game. When the world wears us out, escapism greets us with a warm embrace like a trusted friend.
But what comes across as a friendly face to some also appers as the frivolous friend to others. You know, that kind of friend your parents weren’t keen on you hanging out with.
What would honest, commercial escapism look like? Many seek refuge in the bathroom, scrolling their phones like there’s no tomorrow. But what if there was an analogue counterpart, providing momentary dopamine detox?
My curiousity put forth questions. I felt compelled to answer, and ventured tongue-in-cheek into the promised land of prototyping to make conceptualise my thinking.
Initially, I wrote an essay on escapism to explore our collective need to escape reality ever so often. I then proceeded to explore escapism in various shapes and sizes.
Pace and pressure; the name of the 21st century game. When the world wears us out, escapism greets us with a warm embrace like a trusted friend.
But what comes across as a friendly face to some also appers as the frivolous friend to others. You know, that kind of friend your parents weren’t keen on you hanging out with.
What would honest, commercial escapism look like? Many seek refuge in the bathroom, scrolling their phones like there’s no tomorrow. But what if there was an analogue counterpart, providing momentary dopamine detox?
My curiousity put forth questions. I felt compelled to answer, and ventured tongue-in-cheek into the promised land of prototyping to make conceptualise my thinking.
Initially, I wrote an essay on escapism to explore our collective need to escape reality ever so often. I then proceeded to explore escapism in various shapes and sizes.
Pace and pressure; the name of the 21st century game. When the world wears us out, escapism greets us with a warm embrace like a trusted friend.
But what comes across as a friendly face to some also appers as the frivolous friend to others. You know, that kind of friend your parents weren’t keen on you hanging out with.
What would honest, commercial escapism look like? Many seek refuge in the bathroom, scrolling their phones like there’s no tomorrow. But what if there was an analogue counterpart, providing momentary dopamine detox?
My curiousity put forth questions. I felt compelled to answer, and ventured tongue-in-cheek into the promised land of prototyping to make conceptualise my thinking.