THE BRAND
CONTEXT.
BLS Hafnia was founded by Besnik Miftari, who had several years of experience in the clothing- and footwear industry. BLS Hafnia isn’t Besnik’s first fashion venture. When Besnik was just 12 years old, he started his brand called ‘Skywalkers’, which sold t-shirts. The love for clothing and creating designs did not fade away hence BLS Hafnia’s inception.
It started as a rebellion against the existing fashion industry. Besnik noticed that fashion and trends were primarily dictated by the industry, not the consumer. There needed to be more representation, and Besnik was committed to closing the gap and creating designs that represented a new movement.
IT ALL STARTED WITH A SIMPLE T-SHIRT.
The first-ever product was the spoof t-shirt. The limited t-shirt featured a rebellious play on the YSL logo t-shirt that was altered to say “BLS” which stands for ”Bedøvende’ Lifestyle”. While the word ‘Bedøvende’ is hard to translate, it is a phrase that resonates with many Copenhageners.
A mantra that encourages you to believe in yourself and pay no mind to “naysayers” - turn a deaf ear to people who do not see your potential and discourage your dreams.
The T-shirt became an internet success, and the demand was high. This is where Besnik, along with his younger brother Burim, began to produce and sell the very first BLS Hafnia products. Hafnia, which means Copenhagen in Latin, was added to the brand's name to honor the city they grew up in.
A FAMILY AFFAIR.
Besnik and Burim have always had a close-knit relationship and share a love for clothing, music, and sports.
Hard work and perseverance are two terms that were instilled in them by their grandfather, who traveled from Tetova, Macedonia, to Denmark and created a life for him and his family in Frederiksberg, Copenhagen. The two brothers have gone from sharing a room as kids to sharing business today. Their driving force is creating representative timeless pieces and powerful designs.
BUILDING A PORTFOLIO.
BLS Hafnia started out as a drop-based fashion brand that sparked interest from several important retailers. When the Classic Logo Cap was introduced, the BLS Hafnia community grew larger, and so did the demand for more products.
The cap has since then become a centerpiece in the portfolio, and it has pushed BLS Hafnia to create full collections and collaborations.
FOUNDING VALUES.
Trustworthiness
Personal relationships and cooperation are handled with deep respect for others. We are transparent in all we do, and it is important for us to have an honest relationship with all the people we work with. We believe that honesty and trust bring out the best in people.
Legacy
Mutual respect and sincerity are the stepping stones to bringing our vision and mission to life, we think a lot about what kind of mark BLS Hafnia should leave on the world. It is very important for us to leave behind a legacy the next generation can be proud of.
Diversity
We believe that our differences as individuals collectively make the world a better place to live in. That is why we celebrate diversity and dare to think differently. We encourage every person to be true to who they are.
A NEW MOVEMENT.
Besnik and Burim have always found their peers in creative communities. Growing up, most of their friends, including Kesi, Benny Jamz, and Gilli, were pursuing a career in music which meant that they were observing a new cultural movement.
A movement created by the youth that needed a voice in Danish Fashion, a goal achievable if you dream big. BLS Hafnia was built on drive and inclusion, and it is exactly what our community is a reflection of.
