The Scoop with Tekla’s Kristoffer Juhl: On Why the Home Is the New Luxury

Reported by Vogue.

There's a quiet shift happening in how we think about getting dressed — and it has nothing to do with what you're wearing to the office. The most considered purchases people are making right now are for the hours spent off the clock, behind closed doors, at home. Danish homeware brand Tekla has been banking on exactly this for years, and according to Vogue, co-founder and managing director Kristoffer Juhl believes the home is now the definitive frontier of modern luxury.

Juhl was in London this week to launch Tekla's new twill pajama collection — the brand's third sleepwear fabric alongside its signature poplin and satin offerings. The choice of twill wasn't arbitrary: it fills a seasonal gap, lighter than satin but more refined than poplin, designed for warmer months and the kind of sustained, daily wear Tekla customers have come to expect. The collection was reportedly years in development — which tells you everything about how Tekla operates. "We are not a trend-driven business," Juhl said. Products are built to last a decade, survive 90-degree washes, and hold up through eight hours of sleep, night after night. That durability standard is also what's currently complicating their sustainability roadmap: recycled fibers, Juhl noted plainly, simply aren't there yet in terms of performance.

The New Luxury Is Your Living Room

What Tekla is really selling — and what Juhl articulates with unusual clarity — is a revised definition of luxury itself. For years, the post-work wind-down was owned by activewear. Leggings, a sports bra, a hoodie. Functional, comfortable, completely personality-free. Now, there's a growing appetite for something more intentional: clothing that reflects who you actually are, worn in the space that's most yours. Tekla calls this "home clothing," and the twill launch is the brand's first public declaration that the category is a cornerstone of their business, not a side offering. Swimwear is coming next — a natural extension of the summer range that already includes beach towels and bags — with Juhl hinting at a significant product roadmap over the next 12 to 18 months, including a focus on personal curation.

The brand is also doubling down on community and cultural presence. Their London store, open only since December, is still testing event formats — the twill launch included a gathering that traced the history of in-home clothing. In June, Tekla returns to Copenhagen's 3 Days of Design fair at museum space Charlottenborg, where they're presenting what Juhl describes as an homage to craftsmanship. Think Salone del Mobile, but cooler and more accessible, with the city's design culture fully on display.

Old-school luxury — the kind defined by status symbols and occasion dressing — can't compete with the intimacy of a well-made thing you live in every day, and the brands paying attention to that truth right now are the ones worth watching.

Read the original at Vogue.