Biography

My McVERDI since 1987.

It all started back in 1987 with a young girl’s dream. A dream of encountering my own design on my journey through the city. A dream of creating original, simple, and elegant designs in the finest materials, without ever compromising on quality. The sewing machine was – and still is – my best friend, and my dream became a reality in my first store in the heart of Copenhagen, where I had both studio, workshop, and shop. There, I designed, sewed, and sold my own creations.

Since 1987, much has happened. My daughter, Juliane, has become a big part of the business, and we now have a strong, dedicated team of incredibly talented women who bring so much energy and soul to McVERDI.

But my goal of producing simple and stylish clothes from the best materials remains the same. I am proud to present a well-crafted collection with beautiful coats, lovely everyday dresses and wonderful knitwear.

Always true to my original idea of creating beautiful, practical and wearable clothes for women of all ages – clothes that give the feeling of coming home … of being well dressed – I am always on the hunt for delicious structures and pure raw materials for McVERDI's two annual collections. It usually starts with the feeling the clothes should give and from there the hunt for the right fabrics begins, which are often developed especially for us by our Italian partner. It is when everything comes together – when fabric, idea and expression play and I can see the customer in front of me, that I really love it.

Located with a picturesque view of the Øresund, McVERDI's head office, design studio and largest store in Ålsgårde is a source of inspiration in itself and definitely worth a visit! I am proud to say that all styles are still designed here and that the first samples are sewn on the very same sewing machine that I started with. Here, Juliane and I work closely together to create McVERDI's collections and universe with care and consideration, with the goal that each individual style should have the potential to become a favorite.

McVERDI is a slow fashion brand with two annual well-crafted collections. I create clothes because it's what I can do and because I think it's super fun. That's why we have a clear desire to only collaborate with sweet, passionate people who put their heart into what they do. That's why McVERDI's typical partners are smaller family-owned businesses around Europe. Most of McVERDI's styles travel from their valued fabric designers in Italy to Bulgaria, where the materials are transformed into McVERDI styles at a small family-owned factory on the Black Sea coast. From there, the collections are sent to Denmark, where McVERDI (with a shared spirit and help from the whole family) processes and forwards each individual piece to McVERDI's two stores ( Ålsgårde and Copenhagen Ø . ) and selected retailers across Europe.

Good qualities, years of adaptation and, not least, knowledge of the female body and what suits it – with a good dose of McVERDI feeling. It's about the priceless feeling of feeling comfortable, true to yourself – and well dressed. It's almost a lifestyle.

You are always welcome!

Lotte Honoré

designer, founder, owner