The story of three young Copenhagen hipsters who became fashion trendsetters. How a hippie company with a pile of military clothes mouldering in the corner of a cellar went on to create its own brand, supplying over 100 fashion outlets in Scandinavia, with agents across Europe and soon in America, as well. Though commercial success obviously comes at a price, the three founders have managed to stay true to their own selves. Now they have to prove their staying power. Their remarkable growth was video-documented right from the beginning.
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