What started out as a beautiful love story is now, almost twenty years later, also a successful multibrand shop in the city of Sønderborg. We had a chat with Stine, co-owner of Jim P, about what inspires her and how they tackle these challenging times, both as a business and as a family.

You run a business with your husband – tell us how it all started, what came first?

We’ll have to go back two decades – to the year 2000. This is when Jim opened a small menswear shop in his own name in Sønderborg. We met for the first time a couple of years later, and we found that we had the same interests in both retail and fashion. As our feelings for each other grew, so did the shop, and we eventually opened a women’s department in the venue next door from the original space.

Today, we have been married for 12 years, have two lovely children and a successful business together.


You talk about a common love fashion and retail, what are your visions for the shop?

Our vision is grounded in our deep passion for design – we want to create something unique with our shop. And at the same time, we want to use our momentum to send a message, combining ethics and aesthetics – that is why Aiayu fits so well into our universe.


How do you stay inspired?

We are both driven by the idea that opposites create something special, that is why we love to play with different expressions – mixing streetwear with boheme or high fashion. That is how we find our inspiration, by always striving for creativity and constant renewal. Our many trips to Paris and Copenhagen during the fashion weeks are also a great source of inspiration – and it would be a lie to not admit to spending lots of weekly hours on social media!

How do you tackle the challenging times we are going through these days?

We are trying to cope with the new reality as best we can, and for the time being we are putting almost all our efforts into our online platforms. We have as an example had great success with day-to-day home delivery in the greater area of Sønderborg. The shop has recently reopened and our customers are now able to visit us during normal business hours – but we are still taking all available precautions to ensure the wellbeing of our customers.


And what about at home, are you able to keep a good balance?

As a family, we are of course also affected by the situation – like everyone else. We are spending a lot more time together at home in our old, cosy apartment. This has led to more ‘hygge’, some smaller renovation projects, and home schooling our two kids Marie and Mads – with the ups and downs that brings. This has all definitely brought us closer together – for better or for worse. But mostly better <3


And what are you looking forward to in the months to come?

With summer right around the corner, we are looking forward to enjoying our beautiful Sønderborg – hopefully with a vibrating city life filled with tourists. And even if we still have to keep distance, we can enjoy the endless beaches the peninsula Als has to offer.


At the very end, what are your Aiayu favourites?

I have since the beginning had a love for the cashmere knit Madigan. I have never owned something so versatile and comfortable. I mean it literally when I say that you can sleep in it! And it can be styled in so many different ways – under a dress or a shirt during the colder winter months for example. These days I love wearing it with my favourite Franka Pant, in the crisp cotton quality.

Visit Jim and Stine’s shop at:   |   Instagram

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