Charlotte Galsgaard, founder and creative director of the popular Danish childrenswear brand Wheat, shares personal insight into the family business, from its founding values and collection developments to store openings and future plans.

 

Laura Turner: What inspired you to create Wheat?

Charlotte Galsgaard: My husband Peter and I founded Wheat in 2002. With three young children of our own and years of experience in kidswear, we saw a gap for timeless, nature-inspired clothing made from pure, chemical-free fabrics like wool, linen and cotton. The first collections were deeply rooted in Scandinavian nostalgia – think Astrid Lindgren’s spirited stories and Carl Larsson’s idyllic family scenes. That spirit still guides us, creating clothes that let kids be kids – wild, free and full of play.

LT: You opened Wheat’s first UK store in London in 2023. Are more shops on the horizon?

CG: The UK store has exceeded our expectations. Islington is such a child-friendly, community-driven area, it’s the perfect match. The response has been incredibly encouraging, and we’re already exploring how and where to expand next in the UK.

LT: What does Wheat’s product offer comprise?

CG: Wheat is your one-stop wardrobe for children, from soft organic basics to festive occasionwear, robust outerwear, and barefoot shoes. We also offer summer-ready essentials like beach towels, blankets and bags in our signature prints.

 

 

LT: You launched barefoot shoes in 2021, what makes them special?

CG: Kids are born to move, and our barefoot shoes are designed to support that natural movement. We’ve always prioritised roomy toe space, breathability, flexibility and safety, barefoot styles simply take that to the next level. They’re built to feel like nothing’s there while protecting little feet during every adventure. And the best feedback? It’s coming straight from the kids. Thankfully, there are many kids in the Wheat employee family. We mean it when we say we are a family business.

LT: You’ve also introduced water-based PU rainwear, what’s the story there?

CG: Rainwear is essential, but traditional PU coatings are tough on the planet. When we discovered a water-based PU with no oil, no potentially harmful solvents, and a much lower energy footprint, we made the switch. It’s one of those behind-the-scenes innovations that really matter and we’re proud to be early adopters. Hopefully, in a few years’ time, rainwear suppliers will be phasing out conventional PU.

LT: Tell us about the Holiday Collection.

CG: The Holiday capsule is personal for me. I’ve been knitting since I was a child, and knitwear is deeply woven into Scandinavian tradition. This collection brings that craftsmanship to life with quality pieces that capture the magic of the season. It’s about those small, special moments – family dinners, winter walks, cosy nights – and dressing children in pieces that feel as meaningful as the memories.

 

 

LT: Any exciting launches coming up?

CG: For High Summer 2025, we’ve expanded into lifestyle with towels, blankets, toiletry bags and shopper totes, perfect for holidays or every day. Outerwear continues to be a key focus, with new technical features and designs arriving every season.

LT: What essential elements go into Wheat’s designs?

CG: Across the board, our must-have is quality. In material, design and function. Our thermowear is a standout – breathable, recycled, cross-seasonal and incredibly comfortable. We want our pieces to outlast the season and ideally dress more than one child. That’s why we’ve added space for multiple names on our neck labels. Longevity isn’t just sustainable, it’s sentimental. And I have to mention our flower prints – they’re a Wheat signature; they’re drawn by hand and add that touch of romantic, Scandi vibrancy that we’re known for.

LT: How important is sustainability and ethics to Wheat?

CG: Responsibility isn’t a trend for us, it’s foundational. We’ve held certifications like GOTS, GRS and Oeko-Tex from the beginning. But ESG isn’t a checklist, it’s a lens through which we view every part of our business, from sourcing and production to packaging and people. We’re currently in the process of becoming B Corp certified, which we see as both a challenge and a milestone. The industry needs a reset, and we want to help lead that change with transparency and ambition.

LT: What are Wheat’s short- and long-term goals?

CG: Wheat is a Scandinavian brand with a growing international following. We’re proud of that. But whether we’re in Denmark, Germany, the UK or beyond, our mission remains the same: to craft the best essentials for childhood – playful, durable and created with care for people and planet. We want to be the go-to brand for families who value quality, comfort and doing better.

For further information on Wheat, please click here.