H2OFagerholt is the label launched by Danish sportswear brand H2O in collaboration with the mother-daughter design team Julie and Bex Fagerholt. The partnership grew out of a wish to give women a contemporary take on activewear, a collection of mix-match pieces that break down the border between workout and everyday clothing. It started with a conversation between Bex and Julie about needing everyday-wear with serious performance qualities – pieces you can keep on wherever the day takes you. H2OFagerholt is a coming-together of the technical expertise at H2O, a brand that has made clothes that the Danish have been vacationing in for 40 years, and the cheeky fun aesthetics and playful colours of the Fagerholts. Stay tuned.

  

“I’ve wanted to do a project with Bex for ages. I admire her generation big time – if they’re not into something, if it doesn’t mean something to them, they don’t do it. With Bex, I love the way she puts things together, it’s almost like a performance how she gets dressed in the morning. It’s out-there but feels real, her mash up style. With H2OFagerholt we want to blur the lines between your everyday wardrobe and workout gear, to create clothes that feel like a second skin, to dance in, live in, exercise in. I have spent so much time at H2O headquarters, I’m sure they’re sick of me! But I needed everything to be practical, to be fully functional, to perform for real.”

- Julie Fagerholt, Designer

 

“I have been a fan of Julie’s for the longest time. I sincerely believe she is one of Denmark’s most talented designers. What is surprising about H2OFagerholt is how much she pushed to be in the room with the production team at H2O, to understand how they work. She wanted the collection to be technically brilliant. Her energy is infectious. Fashion collaborations are dime a dozen, but this is something else. The label has got its own voice and it works on a level for athletes – the functionality is there. The colour is there and the print is supercharged.”

- Christian Trads, CEO