Les Deux is a premium menswear brand born in Scandinavia, inspired by community. Founded in 2011 by two people from completely different backgrounds, the brand brings together simple essentials where retro streetwear and preppy classics meet.
Over the past decade, they’ve grown from a small group of friends working out of a basement to an international community powered by the mindset that when different people come together, anything is possible.
Stocked by some of the world’s most iconic department stores, including Harvey Nichols, Galeries Lafayette and Bloomingdales, Les Deux is also set to open its first standalone store in Paris in October.
Additionally the business gives back to the community via its Legacy Programme and has recently built community basketball courts in New York and Copenhagen.
We speak to Les Deux co-founder Andreas von der Heide about the past, present and future of the brand…
Square Mile: What first sparked your interest in fashion design?
Andreas von der Heide: I love the industry because of the feeling clothing gives you. When you wear something that feels right, it gives you confidence. Fashion is one of the most obvious ways we express ourselves, and that really speaks to me.
Trends matter, but they’re not the most important part of building a brand.
SM: How would you describe your brand’s DNA?
AVDH: Duality has always been at our core. It’s where we come from and it shows up in everything we do, whether that’s designs or campaigns. Sometimes it’s vintage mixed with modern, sometimes sporty with preppy, but we’re at our best when opposites meet, and that’s where the magic happens.
It’s the same in the way we work. Our HQ has a lot of energy and a youthful feel, but at the same time we’re grounded and comfortable in who we are. For us, it’s important to stay authentic and do things in a way that feels right to us.
SM: Where do you go for creative inspiration?
AVDH: I don’t have one fixed place I go for inspiration, it comes from everywhere. It’s a kind of structured chaos, which is why I always carry my green Moleskine with me. Time and space help though, like during my morning meditation and run or when I walk the dog.
I’ve been collaborating with our Creative Director for 14 years, so we can sit and jam like musicians. He says a word, I build on it, and together we create a sentence.
The human connection is what I love most about our industry and brand. It’s a community that creates something unique.
The human connection is what I love most about our industry and brand. It’s a community that creates something unique.
SM: Which collection or item felt like a breakthrough moment for you, and why?
AVDH: It’s been a long journey, but our first big success in Scandinavia was the Como Pants, an easy pair of trousers that can be worn casually during the day and dressed up for the evening.
I’ve always been mindful that we should never become just a product though, because trends change. We need strong products in great qualities, but Les Deux is a feeling that adds the spark to the product. That’s been key to all of our biggest moments, and the ones we’re still working towards.
SM: What’s a detail you obsess over that most people wouldn’t notice?
AVDH: Stitching and neck labels. Neck labels are a key part of the storytelling in the garment and a detail that signals quality. Caring about the little things most people overlook is, to me, vital to building the brand.
SM: What do you think the fashion world gets wrong right now?
AVDH: Too much fast fashion and too little love for the product. Like personal relationships, clothing gets more meaningful with time. It becomes the shirt you wore the day you met your wife, instead of something you wore for a couple months then forgot. Quality earns that time though.
SM: How has your approach to design evolved with changing consumer attitudes?
AVDH: There are a million brands out there, and I think authenticity is more important than ever to people. What I’ve learned over the years is that the products that become truly successful are the ones everyone wears in our office. Our design reflects our personal taste, and we don’t try to be something that we’re not.
SM: Which designers – past or present – do you most admire?
AVDH: Ralph Lauren. Not just for the product, but for the entire universe and his love of detail.
SM: How do you balance commercial viability with creative risk?
AVDH: Creativity can absolutely be commercial. When we design a collection, there’s always statement pieces that are there to attract attention or inspire. They bring life to the quieter items. We’re not afraid of commerciality, because without it you don’t have a business. But we also need to explore new directions and not be afraid to have some fun. It’s a balance.
SM: What’s the item in your wardrobe you could never part with?
AVDH: One of our very first heavy cotton shirts. It’s been worn and washed so many times that it’s got that perfect lived-in look. It’s a piece that, because of its quality, fit, colour, story, and age, has so much to offer that I want to pass it down to my children. A true 'legacy piece'.
SM: What’s the most out-there idea you’ve ever had?
AVDH: When we launched in the US, we completely refurbished a community basketball court in the heart of New York City. We did it through our Legacy Programme, where we support people in the places we’re connected to.
SM: What’s your biggest fashion faux pas — what do you hate to see?
AVDH: When people try too hard instead of just relaxing.
SM: What’s your sartorial guilty pleasure?
AVDH: Knitwear! I love knitting techniques and the autumn wardrobe. A pair of jeans, chunky boots, and a knit that brings it all together. It’s simple, understated, and cool.
SM: London, Paris, or Milan – and why?
AVDH: Controversial for Square Mile, but Paris, without a doubt. When my kids are older and I have more time to travel, I dream of having a small two-room apartment there as a getaway for me and my wife.
The food, the lifestyle, and the history, there are so many layers to Paris that I love to explore.
SM: If you weren’t doing this, what would you be doing instead?
AVDH: Something that helps people. I grew up in an old harbour town, Elsinore, which had a rough part. Creating a platform for young people who are misunderstood or who haven’t been given a chance is something I’ve always dreamed of. It takes so little to positively impact a young life.
See more at lesdeux.co.uk
