When Cathrine Saks and Barbara Potts imagined the coat that would catapult Saks Potts to fame in 2014, they were only 19 and 20 years old, and the concept Instagram moment had not yet been coined to refer to a viral photo. A decade later, the project has matured with them: from the colorful collections that transformed the idea of ??Danish style to the adult woman’s wardrobe of basics, from the brand that began selling to her friends to the brand that is distributed in the best points sales in the world. They welcome us into their Copenhagen studio to talk about her extraordinary career with the same naturalness with which they place a plate of fruit on the table.
Did you imagine that that coat would become your life project?
Cathrine Saks: We met in preschool and always knew we would do something together. We spent a thousand euros each to create the perfect leather jacket with the perfect supplier, we managed to produce one and set a color chart. We showed it to our friends at my apartment and each one chose a shade.
Barbara Potts: Because it bears our last names, Saks Potts is a personal story. In 2014 Instagram was new, it was very easy to interact with everyone. One of the first people to contact us was Sarah Andelman of Colette.
Is it common to start a business at such a young age in Denmark?
B.P.: I don’t think it’s a general impetus, rather something of ours.
C.S.: It was an advantage for us. When you are young you are willing to risk more. We studied – while you study, the government pays you – and we worked. Nobody depended on us. I think the fact that our parents were self-employed also helped.
In those early days you did everything halfway. Have you divided your roles since then?
C.S.: We even wrote emails together! Two years later that changed, taking responsibility for certain areas helps avoid conflict.
B.P.: We always say that we are more sisters than friends. We now have a CEO, Josefine Laigaard. I handle all the creative direction.
C.S.: And I am COO (director of operations). I’m in design, but more from the point of view of merchandising, production…
The product is essential when establishing a firm. In these years you have gone from very striking garments to shaping the modern woman’s wardrobe. It is as if with your offer you have been anticipating the wave of changes that the market has experienced.
C.S.: We have always followed our intuition, even now that the company is somewhat larger (we have 14 employees).
B.P.: I think you can see our lives through clothes. At this time when we are already mothers (Barbara has been one for 18 months, Cathrine for more than two years) we tend to create collections with two sides: one part less conventional and the other part more classic.
Is this how the Uniform Guide came about?
B.P.: One day we all came to the office wearing the same shirt. We developed the guide to define our wardrobe and to share the details of the garments.
It also places emphasis on fabrics.
C.S.: Quality is essential. We have the goal that 50% of our garments have certifications (recycled fabrics, organic cotton, etc.). We work with suppliers such as Thomas Mason for poplin or Harris Tweed. They are not organic, but they have the best quality on the market.
What are you most proud of a decade later?
B.P.: Of having created a workplace where we can pay friends and family every month. Also that people buy our clothes.
C.S.: Yes, that someone decides to spend a thousand euros on one of our coats. Another thing is that we continue to be friends and that we know that we want to work together forever.
B.P.: Oh! And get on the Forbes 30 Under 30 list.
Have you received a call from a large group to discuss a possible purchase or investment?
B.P.: There have been conversations. Maybe we’ll do something…
C.S.: We are proud to have achieved everything without external investment. Now it’s time to decide how to continue building.
