Overview

underflod was founded in 2021 by the brothers Mads and Emil. "underflod" is the opposite of the Danish word “overflod”, which means abundance. underflod describes a minimalistic lifestyle. These are not just letters, it’s a name with a meaning. In every aspect of our brand and design, we want to reduce abundance and waste. In Denmark, as well as the rest of the world, it has become a norm to adjust the quality of the product to an appropriate price level, which generates the largest possible contribution margin for the company. This norm will undoubtedly force, not only the quality but the entire value chain to compromise. At underflod we believe that we can do better. Because we have to. For our planet, for our community, and for ourselves. Our vision is to bring Danish design back to Denmark. Our mission is to create design without abundance. With passion for traditional Danish design and craftsmanship, we aim to create a value chain that will benefit local communities. We take pride in creating locally handcrafted products, where every product is unique and has its own story. Every day we thrive to create more value for our customers, partners, and suppliers. An underflod product is made to last for a lifetime and to be passed on for generations. Turning precious moments into cherished memories.