Turns out… I’m more into women.
For almost ten years, we’ve been building LABFRESH for men, and I genuinely loved it. We obsessed over performance, durability and comfort. Meanwhile, every morning, Kasper would wake up, throw on LABFRESH and look put together in 30 seconds. I, on the other hand, perfected the art of “this will do.”
What really started to bother me wasn’t just my wardrobe - it was my inbox. We send three newsletters a month. Sensible. Most womenswear brands I buy from? Three emails a week. New drop. New trend. Extra discount. Last chance. It’s relentless. And it quietly tells you that what you bought three months ago is already outdated.
I don’t want to build a brand that treats women like that. With LIV, we’re intentionally slowing things down. We spend years developing pieces. We focus on quality fabrics and proper construction so they last. The designs are minimalist on purpose. You don’t need to shop with us every month. Honestly, twice a year is perfect when it gets cold and when it gets warm.
After eight years in menswear, I learned two slightly annoying truths: men’s clothes are more comfortable, and somehow, more practical.
Women of LIV
We run LIV as a startup within
LABFRESH. The founding LIV team is:
Lotte Brandi
Anne Van Steekelenburg
Tyara Ali
Lotte
The Signature Suit. The wide-leg trousers have these sharp pleats that instantly elevate everything, and I always take the blazer in the biggest size possible. There’s something about an oversized suit - it just does the talking for you
Café Beurre - I’d go back for the garlic butter bread alone. Amazing vegetarian options too.
The one Tyara made to introduce me. It’s warm, a little funny, and very me. My dog, Chloe is in it too. She passed away two weeks after my son was born, so seeing her in that video always makes me smile.
Anne
Minimalist, but never boring. Clean lines, strong silhouettes, and a few “investment pieces” I fully justify with girl math. If it’s timeless, it’s basically free.
I should probably say the tank top after the Instagram challenge…but honestly, the Signature blazer wins. It’s the main character in my wardrobe - everything else is just supporting cast.
A lot. For winter, some very good knits - the kind you’ll want to live in. For summer, we’re developing a cool short (yes, the skort conversation is happening) and a long dress that makes getting dressed feel easy.
Tyara
In a lot of ways I'm not the LIV customer because I love over-accessorizing and love to look a bit extra but LIV is the perfect base layer for me
Right now, the boatneck. I can wear it off the shoulder, tie it as a halterneck, strapless or just regular. I like to get creative with basics.
Sasaa is my go-to - every single time I am in Copenhagen, I go there at least once. I try to go on Tuesdays when they have fufu day, so I can eat with bare hands. My nail tech doesn’t like that.
The LIV collection
LIV was created to bring the logic of LABFRESH menswear to women: comfort, performance and durability - without chasing trends. Each piece is developed slowly, crafted from premium fabrics with built-in technology to stay fresh longer and require less care.
