When asked about what defines his aesthetic, Sunflower designer Ulrik Pedersen replied that for him, it’s all about "making people’s favourites". Originally a menswear brand, the Copenhagen label’s pieces proved so favourable that they caught the eye of one of the Browns buyers, who asked Ulrik if he could create an exclusive womenswear capsule so that she could wear them too. With the capsule now available at Browns, we went behind the scenes with the designer to find out what makes him tick.

What time do you wake up and where?
On a regular day when I’m not travelling I wake up around 7am. I’m not always a huge fan of waking up…

What’s the first thing you do in the morning?
Coffee and more coffee, then a quick overview of the news.

How would you describe what you do?
As the founder of Sunflower, which I started in 2018, you have to do more or less everything on your own. That means working with designs and concepts, but also spending time dealing with more practical things such as finances and logistics.

What does your average day look like?
Since we have a very small team there are not many average days, but all days start with a full overview of the coming day. Empty my inbox if possible, then check the calendar for the day’s appointments.

Do you have any rituals?
Not any rituals, more like habits, for example I can’t start a phone conversation without making an espresso beforehand.

Where is your studio located and how do you get there?
I have my design studio in connection to my private home – in a part of Copenhagen called Frederiksberg.

Describe your label in three words:
Consistent, open and honest.

What do you aim for when creating a collection?
Creating people’s favorites. I like doing design and products which will last for years.

What are the most important factors in your work?
The most important thing is always to do a little better. I’m a perfectionist.

Do you have a favourite piece?
My favourite womenswear piece is definitely our high waisted five pocket jeans. I think the result of the fit combined with the quite heavyweight denim makes for the perfect pair of jeans.

Do you have any sustainability initiatives within your work?
Yes, this is a big part of our concept, but we’re also aware that it is a big question with a lot of answers as to what is right and wrong. 

I think as a brand you need to define what is important for you. In my opinion, the most sustainable option is doing high quality garments that people can wear year after year. 

Who has had the most formative influence on your practice?
I’m a twin. I have a brother who is two minutes younger than me. He also works in the fashion industry, and we’re very close in all aspects of life.

Where’s your favourite place in the world?
I travel a lot, so I have a lot of favourite places around the world. In my opinion there will always be only one number one, and that’s Tokyo. I just love that city.

Whilst working, where do you go and what do you do to take a break?
I like to go for short coffee breaks. I’d rather do four or five short breaks during the day.

What does the future of fashion look like to you?
I hope and expect that in future we will slow down; all this speed and fast fashion is so far away from a sustainable way of thinking.

What’s the last thing you do before bed?
Another bad habit! Checking my phone to see if I missed anything during the day, or reading the news.

What do you dream about?
When I founded Sunflower one of the most important criteria was to have fun. So basically what I dream of is waking up and going to bed each day with a big smile on my face.