About Us

”Fashion is for idiots” is a small Copenhagen based brand, originally started back in 2007, advocating the message of individuality and differentiation with the printed motto:

Fashion is for idiots (like us)

“We’re all slaves to fashion. We’re all fucking idiots. Sometimes. Mary had a little lamb but like the rest of the flock it ended up at the slaughter house…only dead fish follow the stream…blah, blah, blah. But true. Mass uniformity will never get us noticed, admired or desired. Individuality is what turns heads…gets us laid…brings home the bread blah, blah, blah. But true. Let’s dare to go green when the rest go red. Let’s dare to use a different compass to navigate us to a different conclusion. Let’s dare to stand out. Let’s do it now!”

On June 14th 2016 we opened our online store. And hope for the best

Fashion for idiots I/S is a family owned company, brother & sister, consisting of: 

Carsten Loland: Co-owner and Creative Director at the Danish advertising agency REPUTATION

Charlotte Loland: Co-owner and IT Manager at a large Danish bioscience company