Designed in Denmark - Made in Italy
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RESPONSIBILITY
We believe in high quality, distinct craftsmanship and when you buy ELISE GUG you buy clothes that last – this is how we do responsibility.
Slow Fashion
We believe in high quality, exquisite craftmanship and long-lasting clothing – across seasons and trends.
We value quality more than quantity, which is why we work with smaller collections produced by orders.
On-demand production
To help reduce over-production in the industry, we produce ‘on-demand’. In this way we only use the material that is needed and thus have minimal waste.
However, we do not see leftovers as waste, because our materials are timeless and can be used again,
Office & Showroom
Our showroom is located in a palace building from the 1700s in Frederiksstaden — one of Copenhagen's most distinguished neighbourhoods. We occupy the piano nobile, the first floor, which was historically reserved for the most prestigious residents.
The space was last renovated around 1900 and has not been touched since. It was once part of the local police station, and the rooms retain their original floorboards and quiet grandeur — now dressed in a modern Danish interior style with white walls, matte stainless steel fittings, and sheer silk-and-microfibre curtains.
The showroom is furnished with antique Danish clothing furniture. The centrepiece is a tailor's shelf of solid planks — once belonging to King Frederik IX's English-trained tailor, who worked without shoulder pads in the English gentlemen's tradition. Each of his eight shelves held a private client's fabric, folded flat for cutting, ensuring no two directors or country barons ever appeared in the same cloth. He died at 83, falling across his cutting table. We were offered the shelf shortly after.
In the shop, exposed on a shelf, rests a pair of tailor's scissors — my grandfather's, a second-generation tailor from Herning, who once made uniforms for the officers of the Danish battalion stationed in the city where Elise was born. Three generations later, the scissors have found their place here. The circle is closed.
Two solid industrial tables came from a hat-maker who occupied the building until we moved in, in 1977. A mirror and two chrome clothing racks arrived when a neighbouring shop on the corner of Frederiksgade closed in 1979 — the racks once displayed evening gowns.
We have kept one tradition from those days: clothes sent out on approval, returned freely if not right. On our webshop, this means you may return anything within 14 days — no explanation needed.
Office & Showroom
Store Kongensgade 108, 1st floor
1264 Copenhagen K, Denmark
Showroom Hours (variable)
Thursday – Friday: 11–18
Saturday: 11–15
Opening days may vary due to travel or production work. We recommend checking before visiting.
Office Hours: Monday–Friday, 9am–5pm
Phone: +45 2093 3384
Email: info@elisegug.com
Getting here: 3 minutes from Metro Marmorkirken. Parking is easier here than in most other areas. Try the small side streets – it’s usually not a problem.
Just remember: payment is required, and using a parking app is mandatory.