Fashion Clothing Mads Nørgaard – Copenhagen
#101
A one-size, long-sleeved T-shirt in ribbed cotton, plain or striped, designed by Jørgen Nørgaard in 1967 and still made in Denmark.
- Designed by
- Jørgen Nørgaard
- Made by
- Mads Nørgaard – Copenhagen
- First made
- 1967
Pictures © Mads Nørgaard – Copenhagen, from madsnorgaard.com.
Why it is renowned
More than three million #101 T-shirts have been sold since 1967.1 It is part of the permanent exhibition at Design Museum Denmark,1 and it was one of 50 objects in the exhibition Danish Design: Masters and Icons, curated by the museum's director Lars Dybdahl and shown at the Tomie Ohtake Institute in São Paulo.2
The story
Jørgen Nørgaard put the first #101 T-shirts on the shelves of his Copenhagen shop, Nørgaard paa Strøget, in January 1967.31 He named it after Levi's 501 jeans and California's Highway 101.3 It is made in one size and two lengths, in ribbed cotton,1 and is still knitted in Ikast, dyed in Herning and sewn in Korsør.3 It comes in a range of colours and stripes.1
Sources
- Striped since 1967 – Mads Nørgaard – Copenhagen. madsnorgaard.com, read 1 October 2026.
- 101 ON DISPLAY – Mads Nørgaard – Copenhagen. madsnorgaard.com, read 1 October 2026.
- The #101 collection from Nørgaard paa Strøget since 1967. madsnorgaard.com, read 1 October 2026.
Last checked 1 October 2026, against the maker's own pages.