Stine Goya, one of the city's most commercially successful labels, is prepared to jot down a brand new chapter - which involves becoming a smaller company.

The label has chosen to skip the following two Copenhagen fashion weeks, WWD has learned. The announcement is that the culmination of a series of changes the brand has been making since the country went into lockdown in March, from cutting the collections by over half to downsizing its headquarters.

The brand has been one of the foremost visible players on the Copenhagen fashion scene and has been pivotal in building the fascination around the Danes' free-spirited, joyful approach to dressing. Its accessibly-priced dresses, usually drained extra-bright colors and patterns, have helped it amass a growing network of stockists - including Selfridges, Harvey Nichols, and Net-a-porter. Despite its growing popularity, taking a step back still felt necessary to its founder.

"We have decided, within the subsequent year, to scale down and be a smaller company. we want a brand new vision going forward, so we don't just fall back to where we were before COVID-19. we would like to redefine our purpose - and if meaning being a smaller but more sustainable company, then that's our new project," said Thomas Hertz, the label's chief military officer, who runs the label alongside his wife and inventive director Stine Goya.

Their approach reflects a collective sentiment among Denmark's creatives, who are leaning further into their sustainability commitments as a result of the pandemic and becoming even more willing to block. In that vein, fellow designer Cecilie Bahnsen has decided to forego a resort 2021 collection in favor of a Studio range, created using deadstock fabric that was already in her studio. It's set to debut in November.

This open approach toward change - and willingness to speak about the method even without having all the answers - could set a blueprint for the remainder of the industry, within the same way that Copenhagen Fashion Week's ambitious sustainability plan did earlier this year.

"There's not one management meeting where we're not looking into shifting delivery dates or reviewing the number of drops and designs in our collection. Everything is incredibly much up within the air at the instant, but we just like the discussion happening. the problems are getting more visible, it just seems that everybody is looking forward to one another to work out how they're going to act. there's a will to vary, but also some hesitation and fear of what one might lose," added Hertz. "Maybe change should come from the smaller companies."

Instead of playing the scheme, Stine Goya wanted to be more vocal about its decision to skip the subsequent two fashion weeks to strengthen its commitments to long-term change - and to induce the industry's wheels rolling.

"We thought it was the responsible thing to try to, due to the pandemic but also [for the sake of] sustainability and starting some reasonably discussion within the industry. There should be a more permanent impact on how we work, hence the choice to not only cancel one, but two, shows," said Hertz. "Even before corona, we've been thinking that there was this craze around spending such a lot of time and resources on these shows twice a year."

What will the choice to a fashion week show appear as if for a smaller-scale label like Stine Goya? That remains a matter mark for Goya and Hertz, but the chance seems to belong experimenting with differing kinds of storytelling and addressing the end-consumer even as very much like they are doing the press or retail partners.

They are also certain about what they don't want: Going the predictable route, creating a standard fashion show founded and streaming it online.