In conversation with Helene Winther Boeriis, Brand Director at My Essential Wardrobe
About her vision of fashion, the inspiration behind the collections, and what we can expect in the future.
Some brands feel right from the very first moment. Not just because of the collection, but especially because of the story behind it. My Essential Wardrobe is all about conscious choices, timeless pieces, and building a wardrobe that you don’t replace after just one season, but continue to wear for years. In a world where fashion is often fast and fleeting, this brand deliberately chooses to slow down and focus on meaning.
We spoke with Helene Winther Boeriis, Brand Director of My Essential Wardrobe.
Can you tell us something about the origins of My Essential Wardrobe? How did the brand start?
“My Essential Wardrobe was born out of a deep passion for fashion and the desire to approach it differently — to slow down the pace and focus more on what truly matters. The idea was to help women build an essential wardrobe, while also being mindful of the industry’s impact on the environment.
In 2021, this vision became a reality with the support and trust of DK Company. Thanks to this foundation, we are able to combine a clear creative direction with a strong commercial mindset, which is essential to truly make a difference.”
“A wardrobe you’ll love for years begins with conscious choices.”
What does My Essential Wardrobe stand for? What is your vision and mission?
“The core values of the brand are deeply connected to our history and our name. We live in a ‘buy and discard’ world, where the lifespan of products is often shorter than the time and energy it took to create them.
We want to make a difference by slowing down the pace of the industry and helping women build a wardrobe that only needs small updates from season to season.
Another important principle for us is that perfection doesn’t exist. We embrace the beauty of imperfections, because they make us unique. No matter who you are or where you come from, our goal is to make you feel beautiful and confident in our clothing, and to help you create a wardrobe you’ll love for years.”
How would you describe the style of My Essential Wardrobe?
“Timeless, versatile, and effortless.”
“Less is more. Don’t overcomplicate your outfit.”
What is the biggest source of inspiration for your collections?
“Our biggest inspiration is the woman who wears our clothing. We design for all body types, with a focus on comfort, confidence, and the feeling of being completely yourself.
We are guided by a sense of effortlessness and timelessness, creating pieces you keep coming back to. Personally, I also draw inspiration from my own wardrobe, the items I miss or long for, and from my daughters. For us, style has no age. My Essential Wardrobe is for everyone.”
What styling tips do you give customers to get the most out of the pieces and combinations?
“Less is more. Don’t overcomplicate your outfit. Small adjustments or accessories can already make a big difference. And layering is key — it always adds depth and makes your look more interesting.”
What can we expect from My Essential Wardrobe in the future?
“This year marks the fifth anniversary of My Essential Wardrobe. As a denim brand, we’re celebrating it with something new and exciting that will launch in August. In addition, we will continue to inspire women to build their own essential wardrobe.”
My Essential Wardrobe proves that style and awareness can go hand in hand.
With a focus on timeless designs and a clear vision, the brand helps women build a wardrobe that is not only beautiful, but also lasting and relevant.
An investment in pieces you’ll enjoy wearing time and time again.