“I don’t want to make the same mistakes as last time”: Danish brand (Di)vision is back with a fresh approach

Cool kids rejoice: Danish brand (Di)vision, best known for its pierced trucker hats, two-toned bombers and that viral tablecloth dress, is staging a comeback. And there’s more good news: after declaring bankruptcy in late 2024 and briefly losing control of the brand, founder and creative director Simon Wick has re-acquired (Di)vision and is rebooting things on his own terms. “We’re going full family,” he says with a smile. “It’s me, my sister, my mom and my dad” (Wick’s sister, Nanna Wick, has been involved with the brand from the start).

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But this won’t be the (Di)vision of seasons past. In fact, there won’t be seasons at all, but rather collaborations and considered drops introduced when the timing is right and sold direct-to-consumer. “I’m starting it up slowly,” says Wick. “I’m changing the model completely because I don’t want to make the same mistakes as last time.” Though the first iteration of (Di)vision gained an emphatic community (not to mention celebrity fans including Troye Sivan, Dua Lipa and Charli xcx), the brand faced continuous financial setbacks as it struggled to keep up with the traditional fashion system’s rigorous demands: costly fashion shows, multiple annual collections and rigid, unfavourable retailer terms.

According to Wick, the new (Di)vision will have more in common with MSCHF, the Brooklyn-based art and fashion collective known for its Internet-breaking drops, than a traditional fashion brand. “(Di)vision is going to be much more of a platform for creativity,” says Wick. “We kind of ended up doing the traditional fashion thing by accident, because there were requests from stores and stuff. But I’m really inspired by brands that aren’t really brands. We’re getting out of that fashion rat race and doing things our own way.”

Part of this new direction is a greater emphasis on collaborations. The first offering under (Di)vision 2.0 is a capsule made with Bareen, a brand that also taps into a youthful Danish community, albeit with a more pared-back aesthetic. “Bareen is kind of the opposite of (Di)vision,” says Simon. “We both reach the fashionable youth, but (Di)vision is much more rowdy.” The goods are set to launch via Bareen's website on October 1st.

The collection of T-shirts and jerseys taps into Wick’s penchant for nostalgia. Specifically, the feeling of “turning on your PS2 and playing Tony Hawk's Pro Skater 2 or FIFA with your older cousin in his room, with two litres of cola and chips”. The early aughts-inspired graphics – particularly the rework of the DVD logo, reimagined as DVB for (Di)vision x Bareen – tickle the brain just right. “I really am making something for the people that love (Di)vision,” says Wick.

The accompanying campaign is centred around a trailer for a fictional film. Dubbed ALL ALONG, it finds a cast of youthful characters in the woods, searching for their visual identity.

Wick, meanwhile, is done searching, He tried running (Di)vision as a traditional fashion brand, he tried a stint as Creative Director at 7 Days Active (the nine-to-five was not for him, though the experience led him to a healthier, more active lifestyle), but now he’s back doing what he does best: creating pieces crafted specifically for the (Di)vision community he’s so deftly built. “I’m not sure you’re going to be seeing any more (Di)vision shows in the near future. I’m letting things take its time,” he says. “But I don’t know what the future brings.”