14 June 2023
The Weekly
Salling's Future Friendly Fashion AwardsSalling's Future Friendly Fashion AwardsSalling's Future Friendly Fashion AwardsSalling's Future Friendly Fashion Awards

Salling celebrates fashion with thoughtfulness and responsibility. The winners of the three awards, 'Brand of the Year,' 'Talent of the Year,' and 'Audience Award of the Year,' have just been announced at Salling ROOFTOP Aarhus as part of the Salling Future Friendly Fashion Award. The three awards are presented in collaboration with the Salling Foundations.

  • The 'Brand of the Year' is Aiayu, which also has stores in both Aarhus and Copenhagen. The two owners, Maria Glæsel and Maria Høgh Heilmann, received the award and the DKR100,000 (US$14.500) prize. The brand is dedicated to responsible production without the use of chemicals and with the use of only natural fibers. Their timeless design philosophy allows Aiayu to prioritize durability, longevity, and the ability to repair their products.
  • 'Talent of the Year' was to be found among the students/recent graduates from the four design schools in Denmark. The winner is 27-year-old Anders Christian Felsager, who graduated from KEA Design in January. He focuses on the materials in his designs, but also on their dyeing. He plans to use his DKR 25,000 (US$3.500) for a workshop in Japan that deals with clothing dyeing.
  • 'Audience Award of the Year' was for Proem Parades which produces their products on demand, thus avoiding waste. The 25,000 Danish kroner will be used to further develop that focus.


This is the third time Salling has held the ‘Salling Future Friendly Fashion Award’. During the SFFF award week many projects are activated in the department stores. Mads Nørgaard x Salling Future Friendly upcycle project was just one of them this year, and one of the main attractions. A cooperation between the very popular Danish brand Mads Nørgaard, Social Craft (a social enterprise that helps individuals on the edge of workforce) and Salling, with production of customized and limited-edition tote bags in the main windows of Salling Aarhus.