Les Deux Brand Guide
Les Deux is a Copenhagen-based menswear brand defined by duality: preppy meets urban, tailored meets relaxed, ambition meets authenticity. Founded by two men from entirely different backgrounds, the brand has evolved from hand-sewn t-shirts sold to local boutiques into an international label stocked by Harvey Nichols, Selfridges, END., and over 1,200 retailers worldwide.
The name translates to "The Two" in French — a direct reference to both the founders and the opposing influences that shape every collection. This guide provides a factual, retailer-level understanding of the Les Deux brand: its origins, product architecture, design philosophy, collaborations, sizing, and long-term positioning.
This is not a marketing brochure. It is a reference document intended to help customers, buyers, and staff understand why the brand works.
1 | Brand Origins: The Foundation of Duality
Les Deux began in Copenhagen in 2009 with a chance meeting in a bar.
Andreas von der Heide was a law student from the suburbs — self-described as a "classic Ralph Lauren guy." His world was structured, aspirational, and traditionally preppy.
Virgil Mwepele, a political refugee from the Congo, brought an urban, street-influenced perspective shaped by sport, creativity, and resilience.
What sparked the partnership was a simple garment: a plain white t-shirt customised with hand-sewn military patches sourced in London. Limited resources meant no access to large production runs — factories demanded minimum orders of 500 units they couldn't afford. Instead, they made small quantities, sold locally, reinvested, and repeated the process.
Out of 50 Copenhagen stores approached, 48 declined. Two took a chance.
Key Milestones
- 2009 — Founded in Copenhagen by Andreas von der Heide and Virgil Mwepele
- First product: hand-sewn military patch t-shirts
- 48 out of 50 stores declined — two took a chance
- 2021 — Raised $15 million in Series A funding (valued at ~202 million DKK)
- Today — 130+ employees, flagship stores in Copenhagen and Paris, 1,200+ retailers worldwide
Momentum followed through early influencer placements, events, and visibility within Copenhagen's cultural scene. Sales funded the next run — first t-shirts, then sweatshirts — establishing a reinvestment loop that shaped the brand's growth model.
Virgil later stepped away to pursue other projects, but the urban DNA remained embedded. Kristoffer Haapanen joined as Co-Founder and later CEO, introducing operational structure without diluting the founding philosophy.
2 | The Philosophy of Opposites
Les Deux operates on a simple but disciplined principle: "The strength lies in the opposite."
This philosophy is not decorative — it is operational.
The Copenhagen headquarters reflects this directly: a full basketball court sits alongside a wine bar. One space represents energy, movement, and community; the other reflection, conversation, and structure. Employees move between both.
The Duality Principle
The same logic applies to product design (tailoring with stretch), recruitment (creative and analytical profiles), and partnerships (football clubs and universities). The brand avoids aesthetic extremes by design. Its identity is not streetwear, nor traditional menswear, but a functional middle ground shaped by contrast.
3 | The Legacy Programme
Legacy is Les Deux's framework for community and charitable initiatives. It is treated as an operational commitment, not a marketing layer.
Education
The brand has funded schools for Syrian refugees, including the Adana School project (2022), prioritising education for displaced and vulnerable communities.
Urban Spaces
Legacy projects include basketball courts and playgrounds such as Home Court Nansensgade (Copenhagen, 2025) and Home Court Tribeca (New York, 2023). In New York, Les Deux funded the full refurbishment of a court at a school where 80% of students rely on financial aid.
Second Chances
The brand supports youth mentorship and social initiatives aligned with the founders' belief that opportunity should not be limited by background.
Long-Term Goal
A Legacy project in every community where the brand has a retail or production connection.
4 | Collections and Product Architecture
Les Deux collections are split into Essentials and Seasonal Chapters.
Essentials form the core wardrobe and remain largely consistent year-round. Seasonal Chapters introduce narrative, texture, and experimentation.
The Como Suit Pant
The Como pant is the brand's defining product. It combines the silhouette of tailored suiting with stretch construction for everyday comfort.
Typical composition: 63% polyester, 32% viscose, 5% elastane.
Variants include Como Reg (regular fit), Como Tapered, and Como Drawstring. Core colours — navy, black, grey — anchor the range. The design solves a modern problem: looking presentable without sacrificing comfort. Its adoption by professional athletes through the FC Copenhagen partnership reinforces its functional credibility.
Knitwear: The Balli Range
The Balli hoodie and sweatshirt are high-volume essentials. Emphasis is placed on fabric weight and loopback quality to prevent loss of shape over time. Branding remains restrained, typically featuring the Roman numeral "II" or varsity-style typography.
Half-Zip Sweatshirts
The Core Contrast Half-Zip consistently performs well, bridging formal knitwear and casual sweatshirts.
Varsity Jackets
Wool-bodied varsity jackets with leather or vegan leather sleeves connect the brand to collegiate influences. These higher-ticket items function as visual anchors in retail environments.
Caps and Accessories
Caps, particularly in suede or textured fabrics, serve as entry-level products — accessible price points that introduce customers to the brand.
5 | Seasonal Chapters
Instead of conventional seasonal labels, Les Deux releases narrative-driven Chapters such as The Naples Chapter or The Dubrovnik Chapter.
These collections draw from specific locations, introduce heritage fabrics (Harris Tweed, French bouclé), and allow bolder pattern and texture experimentation.
Why Chapters Work
The format encourages repeat engagement by offering a new story rather than a simple seasonal refresh.
6 | Collaborations
Collaborations are used to validate both sides of the brand's identity.
FC Copenhagen & Denmark National Team
As Formal Wear Partner, Les Deux outfits players and staff for travel and official appearances. This reinforces comfort, fit, and movement — critical to the brand's tailoring proposition — while connecting to European terrace culture.
Yale University
The Yale collaboration anchors the preppy side of the brand. Ivy League iconography is reinterpreted through Scandinavian cuts, creating a transatlantic aesthetic rather than imitation.
Local Artist Projects
Seasonal collaborations with regional artists tie collections to cultural context, adding narrative depth and differentiation.
7 | Sustainability & Responsibility
Les Deux publishes measurable targets rather than broad claims.
Key Commitments
- Materials: 70% preferred fibres by 2025-26
- Animal Welfare: Elimination of down as of AW24
- Circularity: ReWear resale platform relaunching Q2 2025
- Supply Chain: Tier 2 transparency targeted by 2026
These initiatives place the brand ahead of many competitors in the accessible luxury segment.
8 | Sizing and Fit Overview
Tops
True to European sizing, slightly slimmer and longer than US brands.
Como Pants
Tailored silhouettes; between sizes, sizing up is usually preferable.
Outerwear
Designed for layering — no need to size up.
Caps
Adjustable, one-size-fits-most.
9 | Styling Framework
Les Deux garments are designed for transition.
Work
Como pants, Oxford shirt, structured knit.
Weekend
Balli sweatshirt, denim or drawstring Como.
Evening
Dark Como, knitwear, varsity jacket.
Layering
T-shirt, sweatshirt, coat — reflects Scandinavian practicality.
10 | Care and Longevity
General Guidance
- Cold wash (30°C), gentle cycles
- Avoid high heat drying
- Fold knitwear, hang structured pieces
- Professional cleaning for varsity jackets
Proper care preserves fabric structure and colour over time.
11 | Shop Les Deux at OD's — Real Stock, Real Prices
Not Sure Which Les Deux Piece Is Right for You?
Visit us at 44 Barrow Street, St Helens (Mon-Sat 9am-5pm) for expert styling advice, or browse our full Les Deux collection online.
12 | Frequently Asked Questions
What does Les Deux mean?
Les Deux translates to "The Two" in French — a direct reference to the two founders, Andreas von der Heide and Virgil Mwepele, and the opposing influences (preppy and urban) that define every collection.
What is the Como pant and why is it so popular?
The Como is Les Deux's signature trouser that combines a tailored suiting silhouette with stretch construction (63% polyester, 32% viscose, 5% elastane). It solves a modern problem: looking presentable without sacrificing comfort. Variants include Como Reg, Como Tapered, and Como Drawstring.
How does Les Deux fit?
Les Deux fits true to European sizing — slightly slimmer and longer than US brands. For Como pants, if you're between sizes, size up. Outerwear is designed for layering so stay true to size. Caps are adjustable, one-size-fits-most.
Is OD's an authorised Les Deux stockist?
Yes. OD's Designer Clothing is an authorised Les Deux stockist, sourcing exclusively through official UK distribution channels. Every item is genuine and supported by manufacturer warranties where applicable.
How should I care for Les Deux garments?
Cold wash (30°C) on gentle cycles. Avoid high heat drying. Fold knitwear and hang structured pieces. Varsity jackets with leather sleeves should be professionally cleaned. Proper care preserves fabric structure and colour over time.
What is the Les Deux Legacy programme?
Legacy is Les Deux's community and charitable initiative. Projects include funding schools for Syrian refugees (Adana School, 2022), building basketball courts (Home Court Tribeca, NYC, 2023), and supporting youth mentorship. The long-term goal is a Legacy project in every community where the brand operates.
Why Buy Les Deux from OD's
OD's Designer Clothing is an authorised Les Deux stockist, sourcing exclusively through official UK distribution channels. Every item is genuine and supported by manufacturer warranties where applicable.
Our selection is curated — not exhaustive — focusing on pieces that best express the brand's philosophy and perform for our customers. Advice on sizing, styling, and care is based on hands-on experience, not scripts.