Errant’s Journey into a Sustainable, Innovative Sneaker World

Errant’s vision centered on two vital pillars: creating tangible products and raising the bar in the market. Christian was determined to build something better than what already existed—and he had a fierce desire to work with a product you can touch and feel.

Three Visionary Minds: Turning the Idea into Reality

Once Christian realized he had to take the leap, he reached out to two people he absolutely wanted on board. One was Mads, a childhood friend from their small hometown in northern Denmark. The other was Rasmus, whom Christian met while guest lecturing at the University of Southern Denmark. He chose them for very clear reasons—they both brought skills he knew would matter down the line.

Christian knew Mads had to be involved—if not as a partner, then at least as a trusted advisor. Mads’ industry experience brought sharp ideas grounded in real knowledge, not just guesswork. Rasmus was chosen for what Christian calls his “entrepreneurial spirit”—essential to keep them innovating and never stagnating.

Entrepreneurial Spirit in Practice: Getting Out of the Building to Find Real Answers

I asked Christian what he meant by “entrepreneurial spirit.” After a moment’s pause, he quoted a phrase that loosely translates:

By this, he meant you can’t assume you know everything by staying put. You have to go out and gather insights directly from your future customers and those you want to serve.

Errant Developed Sneakers in Close Collaboration with Over 1,000 Young Men

The aim was to build a sneaker brand—but not just any sneaker. The team set strict standards for price and quality, and insisted that both materials and the business model be eco-conscious. For Errant, “sustainable” means using certified leather and carefully considering production methods and location.

Once they had gathered valuable consumer insights, they partnered with a factory in Portugal. Due to COVID, they couldn’t fly over to finalize the first prototype in person. Instead, samples traveled back and forth between Errant and the factory—slowing the process, but allowing thoughtful design revisions.

Even though they already had a clear vision for the sneaker, they didn’t rush into production. Christian, Mads, and Rasmus collected tons of feedback—asking over 1,000 young men about their expectations around materials, quality, and price. This reflects Errant's approach to business development: understand your market before acting.

Before the final design was locked in, they started a presale—testing demand even while still gathering input. The first shipment landed in Denmark in November 2020. In just six months, the three co-founders had come together, launched a business, and brought a real product to market.

Momentum Gaining Traction  

Errant is not standing still—they’re living up to “getting out of the building.” In the year since their debut, the company has undergone remarkable growth. Notable highlights include:

• Expanding from one men’s model to 11 men’s and 7 women’s styles in just one year.
  
  
• High-profile brand collaborations—not only spotlighting their sneakers, but reinforcing their brand identity.
  
  
• A commitment to sustainable, slow-fashion principles that showcase their dedication to both quality and the planet.

The Sneaker of the Future—Built on Sustainability and Qualit

Errant's sustainable model is built on ongoing engagement with their audience, allowing them to sell directly online without middlemen—keeping costs down. They use certified leather and produce in Portugal, minimizing transport and supporting local manufacturing. They partner with like-minded brands and foster social sustainability initiatives. Their slow-fashion philosophy means small-batch production—with minimal waste and output that matches actual market demand, responsibly and economically.

No Grand Masterplan—Just Big Dreams

Errant doesn’t follow a five‑year blueprint. They focus on creating sneakers people love—prioritizing price and performance. They believe that if their shoes appeal to a 28‑year‑old Dane, they can win hearts in the Netherlands or Norway too. Their first physical store opened in Aalborg, but e‑commerce remains the main channel. Pop‑up shops may be used to increase visibility. Through strong branding and smart marketing—like partnering with Denmark’s scooter‑skiing champion—they keep refining their product and growing their image.

Working with pensopay: How Errant Streamlined Payments

They weren’t pensopay users from day one. Errant initially chose quick, easy, low-cost options—but after about a year, they re-evaluated their setup. That’s when pensopay came into the picture. They discovered it offered a solid product at a competitive price—and many of their partners already used it. The all-in-one solution let them centralize everything and kept operations simple—and it worked beautifully.

“It’s an all-in-one solution—perfect for businesses like ours that’d rather not spend time managing payments.” Christian Arnstedt, Errant.

Beyond the solution, what really mattered to Errant was top-tier customer service. That aligned perfectly with pensopay’s customer-first focus. Their Danish support team is always responsive—no waiting weeks for answers. Both companies serve people—whether with material goods or technical tools—and treating users right is central to both Errant and pensopay.