ABOUT

About PØY PØY PROJECTS - and it's name?

PØY PØY is inspired by the Danish phrase “pøj pøj” – a way of wishing someone good luck. It’s what you say to a friend starting something new. Launching a project. Taking a leap.

And that spirit is at the heart of what we do.

Founded in Denmark, PØY PØY PROJECTS is built on the idea of cheering each other on – not for chasing big dreams or escaping the so-called rat race, but for simply being human. We celebrate those who find beauty in the everyday. Who embrace the now. Who value slow mornings, deep conversations, and the people they love.

We're not here to sell you hustle culture. No need to run marathons or build empires to feel like you matter.

This is a space for those who find joy in life’s simple pleasures – a good coffee, a quiet walk, or clothes that just feel right.

Our collections move with your mood. Some days, you want to express yourself boldly – to stand out. Other days, it’s all about keeping things low-key and comfortable. We design for both. From clean, understated essentials to pieces that gently push the boundaries. Always thoughtful. Always wearable.

PØY PØY PROJECTS is for real people. People like you – navigating life, doing your best, and finding your own rhythm.

Welcome to a community where being yourself is more than enough.