Interview: Bareen.
Three friends, one simple idea, and a relentless search for the perfect T-shirt. With just 3,000 DKK in startup capital, Bareen has grown into a thriving business built on a passion for quality and an uncompromising pursuit of perfection.
The idea behind Bareen was born from frustration — the founders couldn’t find a T-shirt that truly fit their needs. They wanted something simple: high quality, the right fit, no logos, no prints. And while the name might sound modest, the ambition behind it certainly isn't. "Our T-shirt is a symbol of hard work, years of fine-tuning, and a never-ending quest for perfection," Frederik Taylor Pitter, Bareen.
Cash Flow Challenges Didn’t Stop Bareen's Growth
What began as a side project alongside studies and full-time jobs quickly started to grow.
One of the first major hurdles was finding the right supplier — someone who could produce their ideal T-shirt to spec. On top of that, managing cash flow was tough: everything had to be paid upfront, and it could take up to three months for orders to arrive in Denmark. That often meant they were sold out for long periods. Despite the financial constraints, Bareen managed to grow organically — doubling revenue year after year until their appearance on Løvens Hule became a turning point.
Quality Over Quantity – Bareen’s Take on Sustainability
Frederik T. Pitter makes it clear that Bareen doesn’t consider itself an environmental organization — but they’re deeply committed to making conscious, sustainable choices:
On their website, you can also find more about their sustainability practices and mindset.
Bareen Got a Second Wind with a New Team Member
The journey hasn’t always been smooth. At one point, doubts about the future of Bareen began to grow. After about a year and a half, Mathias had moved to the US, Frederik T. Pitter had just become a father, and the other Frederik (Skovgaard-Holm) was focusing on different projects.
That’s when they almost pulled the plug — until their friend Anthon Louis stepped in. His energy and enthusiasm gave the business the fresh momentum it needed to move forward.
Løvens Hule Marked a Turning Point
Anthon had already signed Bareen up for Løvens Hule back in 2019, but the timing didn’t feel right. After a period of uncertainty, the four friends decided to give the business another push and submitted a new application in early 2020. This time, they were selected.
In August 2020, the team appeared before the investors — Jesper Buch, Jacob Risgaard, Christian Arnstedt, Jan Lehrmann, and Mia Wagner. After an intense 90-minute pitch session, both Christian Arnstedt and Jacob Risgaard decided to invest, each contributing DKK 1,000,000 for 12.5% equity.
"It was an incredible experience — though it was tough keeping it a secret until the episode aired," Frederik Taylor Pitter, Bareen. Once the show aired on DR1, their website saw a huge spike in traffic — and the team was relieved their site could handle the load.
Bareen Eyes European Expansion and New Markets
Following their TV debut, Mathias and Anthon committed to working full-time on Bareen. They now handle the day-to-day operations of the business. This had always been the plan — regardless of whether or not they secured investment — but the funding helped them accelerate by a few months.
The two Frederiks are still involved, though they remain full-time on other projects. The current setup works well for everyone.
Looking ahead, Frederik is optimistic. Bareen is now setting its sights on new European markets. Their expansion into Sweden, for example, is supported by an upcoming collaboration with the lifestyle blog The Classy Issue. Soon, customers in Sweden, Germany, the Netherlands, France, Spain, and across Europe will be able to order Bareen T-shirts directly.
They’re also expanding the product line: "We’re launching a long-sleeved T-shirt for men this summer, and a women’s T-shirt is finally on the way — something that’s been requested again and again," Frederik Taylor Pitter, Bareen.
Thank you so much, Frederik, for sharing your inspiring journey. We’re proud to call you and Bareen one of our partners — and we look forward to following your continued success.
Best of luck with the next chapter!
Team pensopay
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