After 25 years at the helm of Danish childrenswear brand Wheat, founder Charlotte Galsgaard is stepping down as creative director, passing the role to Fie Wahlgreen, effective 1 April 2026.
Wahlgreen, who has been with Wheat since 2019 and currently serves as Head of Outerwear, will take on the new position alongside her existing responsibilities. Galsgaard will remain closely involved in the brand, continuing her work within the design team with a dedicated focus on its signature prints.
The transition marks a natural evolution for the Danish brand.
“Wheat has been a defining part of my life for the past 25 years,” says Galsgaard. “Finding the right person to carry the creative vision forward has been essential. Fie brings both a deep understanding of the brand and a clear perspective on where it can go next. Passing this role on to her feels both meaningful and timely.”
Since joining Wheat, Wahlgreen has played a key role in shaping the brand’s outerwear category. Her previous experience includes a design role at Danish label Rains, which contributed to her strong technical and aesthetic foundation.
“Wheat has a rare sense of warmth and authenticity,” says Wahlgreen. “It’s a brand that has grown alongside families – children who wore Wheat years ago are now dressing their own children in it. To lead the creative direction of a brand so closely connected to everyday family life is something I approach with great respect and ambition. The foundation is strong, and I look forward to building on it while defining a clear direction for the future.”
Galsgaard will continue to engage in creative work, particularly prints and artwork, which have been key to Wheat’s identity from the start.
“Today feels like the right moment to make space for the next generation, both within the company and personally,” continues Galsgaard. “While I continue to work creatively, I’m also embracing life as a grandmother, which brings a new perspective to everything we create.”
CEO Thomas Frederiksen sees the transition as a natural and important step in Wheat’s continued development. “Charlotte’s influence on Wheat cannot be overstated,” he says. “Her creative vision and dedication to quality have shaped not only the collections but the brand’s entire identity over more than two decades. Her hand-drawn prints, in particular, have become a defining signature.
“We are very pleased that she will remain part of the design team, continuing to contribute her unique strengths. At the same time, Fie represents a strong and forward-looking creative voice. She combines deep internal knowledge with a clear sense of how the brand can evolve going forward.”
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