Our Story

I grew up in the wonderful city of Frederiksberg in Denmark, where nature played a great role in my upbringing. Parks, forests, street play, and fresh air are the main things I think of when I think back on my childhood. Similarly, our clothing habits always preferred comfort over style; A philosophy that I am proud to carry on at Penoora’s.
I launched our first handmade knits in the Fall of 2016 when I was still working in the portfolio department of an international development agency. 6 months later, my desire to start my own had become too big to ignore and I decided to quit my job to focus on my passion. 
I am a mother of three beautiful, independent and incredibly stubborn girls, who have their very voiced opinions about what they want to wear. Like their mother, they too prefer comfort over style and I have always struggled with finding clothes from comfortable, natural materials without unnecessary details or gimmicks that they would want to wear over and over again. At Penoora’s, we insist on clean, simple and flexible designs that are easy to put on, comfortable to wear and convenient to move in. Because that is what children should be doing: moving, exploring, learning.
Penoora’s combines Scandinavian simplicity with traditional craftsmanship. We use only high-quality materials like linen, GOTS organic cotton, Oeko-Tex wool or mercerized cotton. We are supporters of the Fashion Revolution and value transparency and good ethics as the pillar stones of our production principles.