Why This First Pop-Up Shop for My Brand Feels Like Coming Home
Weirloom is online-first. But it’s not an online-only brand.
I want to sell my jeans in stores. Because no matter how detailed I make the product descriptions; no matter how good the photos are; no matter how much effort I put into talking to customers before and after they order—nothing beats seeing, feeling, smelling, and trying on a pair of jeans in person.
And the best place to do that in Copenhagen is at Brund—for me, and for Weirloom.
That’s why, from Thursday to Saturday, September 11–13, Weirloom will have its first-ever pop-up there.
I’ll be in the shop all three days, and on Thursday afternoon, we’ll host an after-work hangout from 16:00 to 18:00.
Why Brund Is the Perfect Location for a Pop-Up
Brund isn’t just another store—it’s where my denim passion really took root and matured into my livelihood.
I first met Peter, Brund’s store manager, back in 2009 in Aarhus. At the time, I was working part-time at [ei’kon], he was selling Wrangler, and we met during a sales meeting for Blue Bell.
I met Henrik, Brund’s owner and founder, in the autumn of 2010. He sold me a pair of Red Wing 877s, and probably sensed that I was more than casually interested in denim (and the store).
A little over a year later, I joined the team. I manned the shop, helped with online communication, and even supported Henrik’s agency. Over the years, Brund has been a constant anchor in my denim journey.
So bringing Weirloom into Brund isn’t just a pop-up. It feels like a return to where my career in denim really took off—and a natural first step into shops for my brand.
This wouldn’t be possible without the trust and support of Henrik and Peter. They’ve handed me the keys to the store for the weekend. That kind of trust means a lot to me, and I’m grateful they’re backing Weirloom in this way.
The Three Days of the Weirloom Pop-Up at Brund
Thursday to Saturday, Sep 11-13: I’m in the Shop
I’ll be in the shop all three days. If you want to try on the jeans or just chat about denim, drop by.
- Thursday (10:00-18:00): I’ll be there together with Mikkel, and we’ll serve drinks and snacks in the afternoon.
- Friday (10:00-17:30): I’ll be manning the store solo, wearing all my hats: Brund, Weirloom, Denimhunters.
- Saturday (10:00-15:00): Mikkel is back together with me.
Thursday, 16:00-18:00: After-Work Hangout
In the afternoon on the first day of the pop-up, we’ll be serving beers and snacks.
I won’t be giving speeches, and there won’t be any boring slides. Just a casual chance to talk denim, ask questions, and hang out together.
Exhibition: My Fade Journey—From LVC to Weirloom
One of Brund’s windows will feature a selection of my own well-worn jeans—not Weirlooms, but jeans from Levi’s Vintage Clothing, Iron Heart, Indigofera, and more, all of which have been part of Brund’s lineup at some point.
They’re not just for show; they’re part of the story of how I came to design Weirloom. If you’ve got your own faded jeans, bring them along—we’d love to see them.
Save the Dates: September 11-13
The Brund x Weirloom Pop-Up is open to everyone. No registration is required, the shop will be open as usual—just drop by the store September 11–13.
I especially hope to see everyone in the Copenhagen area who already has a pair of Weirlooms—come by, say hi, and wear your jeans.
If you want to stay in the loop, you can:
- Sign up for the Weirloom Weekly newsletter (in the footer on the product page)
- Follow Weirloom on Instagram
There’ll be beers and snacks for the Thursday after-work hangout, including alcohol-free options—because some of us have to work 😉
The post Weirloom Pop-Up: Buy My Jeans at Brund appeared first on Denimhunters.
DENIM and PATCHES sourced this post originally published on this site