About Us

ONLY was founded in 1995 in Denmark, a time when young Nordic women were stepping into the world with newfound confidence and freedom. They wanted a life that was simple yet expressive, effortless yet stylish. From that desire, ONLY was born — a denim-driven urban fashion brand created for the modern girl.

From our very first pair of jeans, we chose not to follow the “overly glamorous” path. We believe that true fashion lives in everyday moments, and every girl who wears ONLY deserves to feel like her most authentic self: comfortable, independent, strong, with a hint of rebellion. That’s why every piece from ONLY carries the refreshing spirit of the North — clean cuts, simple silhouettes, and designs full of effortless energy that let girls express their style naturally.

Across Europe, we have accompanied a whole generation of young women: from classrooms to offices, from their first friendships to their first love, from brave decisions to proud milestones. ONLY has been there through it all, capturing those shining moments with denim strength and Nordic warmth.

We insist on keeping our prices accessible while maintaining high quality, because we believe fashion should belong to everyone. We refine our craftsmanship, improve materials, and perfect every cut to create clothes that truly live with you. Whether it’s classic jeans, crisp shirts, or relaxed outerwear, every piece reflects one belief — wear ONLY, and you become a freer, more confident version of yourself.

Today, ONLY is one of Europe’s leading womenswear brands, but our greatest commitment remains unchanged: to stay close to real life. We hope EVERY girl who wears ONLY finds her own rhythm — running, exploring, loving, and connecting authentically with the world.

ONLY — because every girl deserves to be the main character of her own story.