ARMIE was founded by Mads Hansen Otte in 2025 in Copenhagen, Denmark. The brand is shaped by personal history, family values, and a global outlook, with inspiration drawn from home, travel, and everyday life.

Inspired by art, cinema, and visual culture, ARMIE reflects a sense of simple, understated beauty.

Driven by a constant urge to create, ARMIE is built on the belief that everything begins with courage — the courage to start, evolve, and express.

The name ARMIE is rooted in a pursuit of simple beauty — grounded in strength and quiet confidence. It is formed as an anagram of Marie, the founder’s sister, giving the brand a personal meaning.

ARMIE is built on courage, creativity, and confidence.