Having long felt the urge to launch his own vision of a distinctive clothing line Nikolaj Nielsen, an industry veteran with a vast background in denim, founded Won hundred with the ambition to challenge the way fashion was grasped in native Denmark. Being a new brand with a collection rooted in classical menswear and traditional formalwear and a willingness to take risks, Won hundred soon experienced a rapidly increase in interest and attention from both press and retailers. The following season the brand launched an extensive ready-to-wear collection ranging from t-shirts to tailor made suits for both men and women flanked by a comprehensive jeans programme.