Five Fits With: Another Aspect Co-Founder Daniel Brøndt
A few years ago, a new Danish brand called Another Aspect reached out to me to photograph something. I hadn’t heard of them but I was quickly taken with the product assortment they had available. It was nothing crazy, but it was all wearable, timeless, and, best of all, affordable. I stayed in touch with the founders, and when I started this column, I knew I’d want to feature them in some capacity.
I met up with one of the co-founders, Daniel Brøndt, back when they hosted a pop-up a couple of months ago at New York City’s Colbo on the Lower East Side. Below, he and I discuss Another Aspect’s foundations, the brand’s unique value proposition and release schedule, why Colbo was the perfect space for their pop-up, and plenty more.
Fit One
Can you tell me a bit about Another Aspect, what you do for the company, and how it came to be?
We started four years ago and it's me, Anders [Poulsen], and Nicolaj [Thomsen] who started it. We wanted to take a different approach to making clothing, so don't base it on trends, but more like an ongoing collection where we do the classic menswear staples. We do it in a real nice quality and put a lot of effort into choosing the right fabrics. It's all made in Europe. We do all knits and tailoring in Italy. We thought if we wanted to start a brand when we started, we needed to have a sustainable approach too, and sustainability for us was more making garments that people want to wear again and again; pieces that stood the test of time. In that journey, I'm taking care of the brand direction. We are still a small team, so we still wear a lot of different hats, but it's mainly my role.
What was your career path before the brand, and did that inform how you approached Another Aspect?
I worked at a store called Goods, a menswear institution in Copenhagen, where I was also doing art direction and e-commerce, and it was where I got the basic building blocks for starting Another Aspect. I took a lot of the learnings from that experience into building a brand, so it was a really nice school in that way.
Fit Two
You guys make beautiful, relatively affordable clothing, but the silhouettes are all familiar. What do you think makes Another Aspect special, and why do you release clothing in the way that you do?
We make staples, but with our contemporary twist to them. I think that when we started there were not a lot of [brands] with a green agenda, so it was our unique selling point: making garments that stood the test of time. Mainly, we didn’t need to reinvent the wheel every time. We have the silhouettes and library that we work from. That's what people are buying into when they buy Another Aspect. And the whole universe, of course. We put a lot of effort into not only the product—of course the product needs to be really good—but it's also the community that we want to tap into, that we want to be a big part of, for sure.
How do you release product?
We do seasonal stuff, but we try to work with a core collection, so 60 percent of our collection is the same over and over again, and then we maybe do some adjustments to that staples and update them once in a while. We of course do 40 percent that's more seasonal, so we do work with two collections every year, because we also work with retailers so we need to. We call them collections. Now we are on Collection 8.0. We’ll do heavy knits in the winter, shorts and [light] shirts in the summer.
Fit Three
What are some sources of inspiration for you, either visually or product-wise?
Big brands like Nike or Apple—brands that have been growing but becoming more sustainable. That's also what we want to do with Another Aspect. We also look a lot to architecture. We are looking a lot to the Italians and the way they do things. They set the bar high in whatever they do, so we take a lot of inspiration from that.
With clothing?
It could be food, cuisine, it could be the auto industry, it could be architecture, but also of course, the clothing. I think we take the Danish approach to making pieces that are functional. We are famous for really good design, but we also very famous for functionality. I think we try to implement that as well.
Can you remember the first time you fell in love with clothing or style?
I have an aunt living in the States, and she always used to bring me home old J.Crew and Brooks Brothers, so I think she formed that sense in me. American heritage brands are where I got that first sense for well-made clothing—classic staples.
Fit Four
You're here in New York doing a pop-up at Colbo. How did the idea come about, and why did you choose Colbo as a space for a pop-up?
Through multiple friends, we got in contact with Tal Silberstein, the owner of Colbo, and then we had a meeting. We just wanted to bring Copenhagen to New York in a way. We have quite a big community in New York, so we want to activate that. We have a really good partnership with La Cabra, the Danish coffee brand that's also operating here in New York. We wanted to merge all that together and do a fun pop-up. We did one before during Covid, but we weren’t able to travel, so it's nice to be able to be in New York. Colbo is a really good match for us—the way they activate their community and the way they [put their personal touches] on things.
Are you on the hunt for anything at the moment?
I want to find a really nice pair of loafers from one of the English heritage brands, so I'm actually looking for a pair here in New York if I can find the right ones.
What are some brands outside of your own that you're loving?
A lot of the Scandinavian brands like Our Legacy are doing great and have been doing great for the last 10 years, which does really well for Scandinavia and putting Sweden and Denmark on the map. If I'm not wearing Another Aspect, I try to buy vintage clothing, because I think there's so much good clothing out there that still have a high value. I think it’s easy to find really good vintage stuff.
Fit Five
Does that tie in to the green agenda you mentioned Another Aspect adheres to?
A big part of it, also, is that I don't need much clothing and I don't want to buy a lot of new stuff. It's more like I want to buy what's already out there. That's also what we do in Another Aspect: work a lot with that stuff, so 25 percent of our collection is that stuff, so we use what's already out there. I think that's a good thing to keep in mind. Of course, I'm selling new clothing, so we need people to buy our stuff.
If you had to wear one outfit for the rest of your life, what would it consist of?
A pair of jeans, a blue oxford, and a pair of loafers.
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