A victory for small entrepreneurs in Løvens Hule – A Working Theory secures investment from Louise Herping Ellegaard
A Working Theory, a slow fashion brand, has just secured an investment from Louise Herping Ellegaard of the popular TV show Løvens Hule . The investment recognizes the company's unique approach to creating timeless and classic shirts and blouses for women, designed as long-term wardrobe favorites.
Courage and ambition paved the way
"Am I good enough? Am I big enough?" That's what Michelle Wadskjær, founder of A Working Theory, has often thought.
"When you've seen all the seasons of Løvens Hule , it can be hard not to be intimidated by previous cases with large turnovers." That's why it took courage to step into anniversary season 10.
“What gave me courage was that Gavn Studio received an investment from Louise and Anne Stampe last season, even though their turnover wasn’t huge either. That inspired me to take the chance. I hope that my participation can inspire other small independent businesses to give it a try too – even if they feel unsure,” says Michelle.
Louise Herping Ellegaard usually only invests in companies with revenue, but in this case she made an exception. “Sometimes it’s not the numbers that matter the most. It was the combination of Michelle’s personality and vision, as well as my recognition of the product, that convinced me of the brand’s potential.”
A brand with a clear mission
A Working Theory was founded in 2020 with the ambition to challenge the traditional practices of the fashion industry. Through over 10 years of experience in the industry, Michelle Wadskjær has experienced how overproduction and waste strain our limited resources.
“I want to change that trend by inspiring women to think long-term when they buy clothes. That's why we design seasonless shirts and blouses that can become a permanent part of the wardrobe for many years,” explains Michelle.
By focusing on one product category, Michelle Wadskjær has developed thoughtful solutions that meet customer needs. An example is the shirts' extra buttons at the chest, which ensure they fit perfectly and do not gape.
“I discovered Michelle’s shirts through an acquaintance,” says Louise Herping Ellegaard. “My neighbor had bought a shirt and showed me how the extra buttons solved a problem she had always had. I thought it was a simple and ingenious solution, so I actually bought two shirts myself. When Michelle later came to Løvens Hule , I had no doubt that her brand had potential.”
Long-term growth over quick results
In the program, A Working Theory is challenged on why the brand hasn't grown faster in four years. For founder Michelle Wadskjær, it has never been about growing quickly, but about creating something that lasts.
"We want to be experts in our field and therefore develop our products thoroughly so that they match the needs of our target group," she explains.
At the same time, a difficult pregnancy affected the growth rate.
"I launched in September 2021, and in December I became pregnant. It was a challenging pregnancy, which naturally placed some limitations on growth. I think it is important to nuance the image of female entrepreneurship. Maternity and growth do not have to be mutually exclusive, but the pace can look different. For me, it has been crucial to be able to develop my business – while remaining a whole person along the way," says Michelle Wadskjær
A promising future
With the investment, Michelle Wadskjær looks forward to developing A Working Theory further.
“I am thrilled to have Louise on board. Her experience and understanding of both my product and my mission gives me confidence that together we can take A Working Theory to new heights. We will continue to make it easy for women to find timeless and classic shirts and blouses that they can wear season after season. We also look forward to expanding our collection with summer shirts and more timeless color options,” says Michelle.
