Les Deux debuts in Selfridges with high-profile De Lorean wrap

Danish menswear brand Les Deux is having a busy autumn on the store front. The brand has recently opened its first store outside Scandinavia in the Parisian Marais district and now it’s also available in London’s Selfridges.

To celebrate its launch in the store, Les Deux has wrapped the retailer’s famous DeLorean DMC-12 car (that’s a star feature of the menswear floor) in a bespoke foil design featuring a film-strip motif inspired by the brand’s Winter 2025 campaign, which draws from classic 1990s sitcoms. 

In the boot, a miniature brand universe includes VHS tapes labelled with recent milestones and a vintage camera. The installation will be on display until mid-December.

The company has been growing fast with 225% turnover growth so far this year (on the back of 13 consecutive years of revenue growth) and is already available in 42 UK doors, up from 24 last summer.

The brand is also stocked by a number of other big UK names such as Harvey Nichols (where it’s in all its UK branches as well as its Doha location), The Hambledon, Michael Chell, and Exceed.

And it has seen similar fast growth in the Republic of Ireland, going from zero to 12 doors there in just nine months. They include prestige names like Brown Thomas/Arnotts and Avoca.

It’s an impressive British Isles growth story for a label that only took on its first permanent UK employee in September.

And the growth won’t be slowing down any time soon with plans for a Shoreditch showroom opening in Q1 next year.

Chief commercial officer Morten Kristiansen said: “There’s so much energy around the brand right now, and that’s especially visible in the UK, where partners like Selfridges are helping set the pace for what comes next.”

The “preppy and sporty” label was only founded in 2011 “when two guys from different worlds became friends. What began as a few mates working out of a basement has evolved into a thriving international community, all driven by the teamwork, ambition and spirit that shaped the brand from day one”.

Clearly the UK and Ireland are seen as important markets for the brand. But combined with the recent Paris opening, it’s obvious that the company has much wider international ambitions. It’s already available in over 1,000 retail destinations across four continents, with key partners also including Bloomingdale’s, KaDeWe, Nordstrom, De Bijenkorf, Galeries Lafayette, and La Rinascente.