H2OFagerholt is focusing internationally and welcomes Michael Lillelund as its new CEO.
What started in 2019 as a collaboration between designer Julie Fagerholt and H2O Sportswear was quickly established as H2OFagerholt, a strong fashion brand at home in Copenhagen, Denmark. At the beginning of 2023, H2OFagerholt A/S was established as an independent sister company to H2O Sportswear A/S with the designer couple Julie & Bex Fagerholt as co-owners.
]]>What started in 2019 as a collaboration between designer Julie Fagerholt and H2O Sportswear was quickly established as H2OFagerholt, a strong fashion brand at home in Copenhagen, Denmark. At the beginning of 2023, H2OFagerholt A/S was established as an independent sister company to H2O Sportswear A/S with the designer couple Julie & Bex Fagerholt as co-owners.
The clear objective is to follow up the great success on the domestic market internationally. That is why we at H2OFagerholt are very excited to have Michael Lillelund on board as CEO, just as we welcome him as co-owner of the company.
Michael has a successful track record in giving brands an international presence, including a boost in business and innovation along with an increase in brand value. He has a very strong international career behind him with impressive brands such as Shamballa Jewels, Shamballa Eyewear, MATE.bike, 818 Tequila and others.
”H2OFagerholt's success in DK and the way the customers have embraced it testify to its unique style. I am looking forward to taking my expertise with me to H2OFagerholt and to launch the brand globally. It is also a pleasure to work in good company with Julie Fagerholt, who is known for her exceptional styling skills and heritage in urban elegance,” shares Michael Lillelund.
The team has been further strengthened with an international sourcing manager, a brand manager and e-commerce director. H2OFagerholt currently has agents and representation in 12 countries and is sold in over 100 stores around the world - most recently 16 new stores have opened in South Korea. International PR work is an important part of the expansion strategy.
For more information please connect with: Kalpita Bhosale on kb@h2ofagerholt.com
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About Michael Lillelund
Michael Lillelund, a passionate entrepreneur and astute investor, has been part of the fashion and lifestyle world for over two decades. His passion for entrepreneurship and taking Danish businesses to the world has earned him a reputation as a driven businessperson. He is known to partake in his business ventures actively and is known to making unique high-fashion collaborations such as Palm Angels and Moncler, to name a few.
Michael has been instrumental in putting many humble Danish businesses on the global map. His acumen for sales and retail has given many ventures an impetus as lifestyle and fashion-centric brands. Before taking over the responsibilities at H2OFagerholt, Michael was also a partner at Shamballa Jewels. He was responsible for making it a global high-end jewellery brand. He owned the U.S. distribution and consequently founded Shamballa Eyewear, where he served as CEO.
His expertise has always been to grow and launch brands within lifestyle, fashion and sustainability. He has a keen sense of design and brand articulation. He has led several teams with strategic marketing and innovations and built strong global relationships across businesses. Some of the names that Michael is closely associated with include Jay Z, Valentino Garavani, Cavalli, The Kardashians, Justin & Hailey Bieber, Travis Scott, Lily Collins and others. Some of these have invested in Michael's ventures and supported his business aspirations.
In 2009, he also co-founded and today continues to support the journey of 42° RAW, which serves plant-based snacks and drinks. He was a seed investor in Represent.com, which was sold to CustomInk.
818 Tequila, founded by Kendall Jenner, which he is an investor since it’s inception, is now the 3rd largest tequila brand in the U.S.A. - a feat achieved within 2-years.
Similarly, MATE.BIKE International Michael's previous investment received design awards and scaled the ladder to be present in over 80 countries.
Two decades of experience in successfully scaling businesses has given Michael a humble outlook making him a master at his trade.
In 2012 at the age of 26, Michael was named a Global Shaper by the World Economic Forum, for his achievement.
]]>“This collection is a walk through the Nordic nature as we pass through the city lights and into the living room of our summerhouse. The styles are with you on your long walks, hikes, the coffee dates and nights out. This is Scandinavia in a collection.”
Bex & Julie Fagerholt, Designers, H2OFagerholt
H2OFagerholt Spring Summer 2022 collection is inspired by the Nordic summer.
If you travel through Scandinavia by car, a classic road trip, you will experience the colors and vibes of the collection. A Nordic summer is very shifty and you need to be prepared for all kind of weather. Our SS22 collection offers that.
"I have always lived by the saying; There is no such thing as bad weather, only bad choice of clothing. This phrase has had a significance during the development of this collection”. Julie Fagerholt says.
Mountain prints, logos and zippers characterize H2OFagerholts Spring Summer 2022 collection: You will find thick stripes decorating the Dollar Jacket, blue denim, mountain prints embroidered onto sweats and bombers, padded jackets and logos you can’t unsee. There are high waisted swimsuits, crop tops and tight tights and plenty of sweats. Key items include; Cream Doctor sweatsuit, Dollar jacket, Yes jacket and of course the Raining or not boots.
“I want you to feel the nordic summer. If you have never experienced the nature here, I want you to be able to see and feel the same as I. I wanted to make a 3D experience of the nature by creating this print for the collection”. Bex Fagerholt says about the embroided mountains seen on Got the Visa sweatsuit and Copenhagen Jacket.
The color palette of the collection is a combination of subtle and bold colors. With the bright peace, denim blue, warm camel, perfect pale and the beautiful moonbeam. The fabrics include organic cotton, denim, woven jacquard, pile and wool. Accessories continues with the cap, suck socks and backpack.
#NORDICSUMMER
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About H2OFagerholt
Founded in 2018, Julie Fagerholt and Bex Fagerholt joined forces with H2O Sportwear filling in the gap between advanced leisure wear and fashion. The companies head quarters are located in Aarhus and with a small creative office in Copenhagen. H2OFagerholt retails in 12 countries internationally.
]]>This Autumn Winter 2022 collection, is a story about the people we love, the stories we share and the moments we search for. A question of what we are going to wear.
This, collection is the definition of ready to wear; an elegance of the simple. We now have more adventures to come. We are exploring, meeting strangers and loved ones again and we made sure that this collection is playing the right part in your daily routine, without having to think about it.
That’s the simplicity of this collection; It’s about you. You don’t have to think too much about it, just live more. So, pick out an outfit and tell us the story of your experience in it; Which pieces made you smile.
“I think that the decisions we made for this collection is a step further from our last, as we are now stepping out of “lockdown” and out into the world again, and the collection reflects this very well. The way we style ourself today and going forward is with comfort in the back of our mind. So, we made a collection that is city-life combined with functionality. As Bex mentioned; this collection is the definition of ready-to-wear.”
– Julie Fagerholt and Bex Fagerholt says.
Key pieces
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About H2OFagerholt
Founded in 2018, Julie Fagerholt and Bex Fagerholt joined forces with H2O Sportwear filling in the gap between advanced leisure wear and fashion. The companies head quarters are located in Aarhus and with a small creative office in Copenhagen. H2OFagerholt retails in 12 countries internationally.
]]>The humanitarian situation is extremely important, which is why H2O Sportswear and H2OFagerholt is making a monetary donation to support the refugees from Ukraine.
We are also giving all employees paid time off to actively help at Danish based organizations working directly with refugees arriving in Denmark.
We hope for a peaceful resolution of this conflict and in the meantime, we are aligning with international sanctions and are freezing all trade with Russia.
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About H2OFagerholt
Founded in 2018, Julie Fagerholt and Bex Fagerholt joined forces with H2O Sportwear filling in the gap between advanced leisure wear and fashion. The companies head quarters are located in Aarhus and with a small creative office in Copenhagen. H2OFagerholt retails in 12 countries internationally.