Legends is a brand following in the footsteps of years of Scandinavian design. Through subtle design, clinical execution and use of superior materials, the brand have made a name for themselves in the five years since being founded. As a relatively new name in Scandinavian menswear, we wanted to bring you a closer look at the people behind the brand, to find out what inspires them, and where they came from. We found some time in Mads Ulrik's schedule to have a short conversation about Legends as a brand, but more importantly, Mads as a person. Keep reading to find out about great footballers' haircuts, celebrating your successes and the future of Legends.
Who was your hero growing up?
Growing up in the 90’s and watching VHS tapes I became a big fan of Indiana Jones. There is something liberating about an archaeologist fighting international villains over historical treasures. Also, he got to use a whip and a gun. Besides from Indy, I’m a big football fan and my all-time hero is the Argentine striker Batistuta who played for the Italian team Fiorentina. Great goals, great hair.
What was your first job?
My first job was as a paperboy at the age of 11. I was actually working for my older brother and I was saving up for an orange check Diesel shirt. Since then I have always had some sort of job.
What are your earliest memories of menswear? In the respect of being aware of design and analysing how it works, looks etc.
I have always had a great interest in menswear, and especially how clothing and brands are an important part of shaping who we are. From an analytical point of view, I guess it was not until we started up in the fashion business. I don’t have a traditional background as designer so for me it has been a DIY project.
What was the first product/collection that you produced?
Actually, the first Legends products we made. Our first collection launched in the summer of 2014. It was pretty basic stuff, our design has developed quite a lot since we started out.
What inspired the start of Legends?
We felt that there was a need for contemporary menswear, which emphasised wearability and sourcing of superior fabrics, but still being affordable for the people.
LegendsArmy Santo Jacket£125
LegendsBlack Trinity Suede Jacket£300
LegendsLight Blue Ocean Oxford Shirt£55 £35
LegendsCamel Pier Coat£150
LegendsKhaki Century Trousers£40
LegendsMoss Napoli Work Shirt£95
LegendsCharcoal Pier Coat£150
House BabylonGrey Excellence Collection Bedding Set £115
YMCFloral Malick Shirt £135
LOEHROak JL5 Rectangular Sabeth Dining Table £3,330
What has been the biggest calamity for Legends along the way?
A couple of years ago we received a main production which didn’t live up to our customers’ and own expectations. Too many faulty products gave us a major setback which resulted in many sleepless nights and some tough months, but it also made us realise that having full control of the value chain was a complete necessity. It was an important wakeup call. Looking back, this was the starting point of the Legends we are today.
What has been the biggest breakthrough for Legends in that time?
It is a bit difficult talking about big breakthroughs when we are still a young brand. Hopefully we have our big breakthrough to come. So far, we are grateful for every single product bought.
The moment it all changed; when did things click into gear for Legends?
I’m not quite sure we are there yet. It’s a continuous development, as in always being a beta version. Nonetheless, it did mean a lot opening up our first store in Copenhagen, especially in terms of the design structure.
What are the three most important things that you’ve learned along the way?
Don’t spend too much time thinking about what other people think. Stick to what you believe in.
You cannot expect things to be. You have to make sure they are.
Take the time to enjoy the heights of the rollercoaster ride. Celebrate your successes before you move on.
Best piece of advice that you have ever received?
Whatever you do in life, do something that you enjoy. That is the key to a happy and meaningful life.
What do you know now that you wish you knew when you were 21?
Things happen for a reason. We can have a direct effect on many things in our lives, but there are certain things that are out of our hands. Take it easy and enjoy what you have.
What is your world-dominating goal for Legends menswear?
Our goal is to build the brand and company at a steady pace. To develop the markets in which we are represented, while opening up new ones. In general, there are no secret plans for world domination, but we are in it for the long run, and we know that things take time.
Shop and explore the latest Legends clothing collection at OPUMO.