Our story

The companionship between the owners Chalotte Kjær Bruun and Irena Riberholt
through more than 15 years is how it all started. Their ability to
constantly challenge each other within the business and the gently pushing
the other forward is the foundation of Redefined Fashion.

Today we have 6 brands under the same roof, Minus, Desires, Peppercorn,
Once and White and More. All with different DNA and target groups,
run by dedicated people who understand and cherish the same values.