About InWear
1969–1979
Founded in Copenhagen in 1969, InWear was created with the ambition to design clothes allowing women to feel like themselves. The brand stood for freedom of expression—classic silhouettes shaped by modern touches and crafted with care and detail
1980–1989
The 1980s marked a period of rapid growth and international recognition. InWear expanded its universe with the introduction of Matinique, Radio, and Part Two, strengthening its position within global fashion.
1990-1999
In 1994, we celebrated 25 years in fashion. The Living is… campaign featuring Renée Toft Simonsen captured the values of the time with warmth, humour and authenticity. It became an iconic chapter in the brand’s history and visual identity.
2000-2009
As the new millennium began, we continued to evolve while staying true to our values. In 2009, we celebrated our 40th anniversary, marking four decades of creating styles defined by comfort, quality and relevance.
2010–2019
In 2014, a new chapter began as Niels Martinsen entrusted the brand to DK Company. With a strong foundation in place, the journey continued with a focus on development and international growth.
2020-Now
The 2020s have been shaped by change, reflection and renewed focus. New ways of working and digital development have influenced how we create, communicate and connect with our customers.