As a counterpoint to the polished fashion image and with community as a cornerstone, Michel Pfeiffer and Linea Deckmann have created an accessories universe called AYDO Studios. They launched their entrepreneurial journey with quality socks made in Georgia.
For the pair behind the brand, it’s about much more than just socks:
“We believe everyone should be able to join in. We make everyday socks for everyday people, where you don’t need to look a certain way to wear them. In this way, socks embrace greater diversity and a special sense of community.”
A community-centric campaign approach
When AYDO Studios creates a campaign, they pack a large bag full of socks in various colors, materials, and sizes and head to a new location in Copenhagen with a photographer. They don’t book professional models; instead, they stop random people on the street who they feel radiate personality. This was the approach for their first campaign in 2024, where they discovered a charismatic older man at Nørreport Station, who became the face of the up-and-coming brand with roots in Nørrebro.
“We started at Nørreport Station and then moved on to Halmtorvet, Istedgade, and ended at Værnedamsvej. It turned into a whole day of shooting through Copenhagen, meeting locals and people from all over the world. You don’t have to look a certain way to wear our socks. All fashion is usually so styled, staged, and unattainable. We prefer to make it accessible and emphasize our message of creating lovely everyday socks for everyday people,” explains Linea Deckmann, one half of AYDO Studios, along with her partner Michel Pfeiffer.
Deep roots in the fashion industry
Both have been involved in the fashion industry most of their lives. Linea Deckmann trained as a pattern maker and has worked for many years as a freelance designer for several Danish fashion brands, including Saks Potts and Stella Nova. Michel Pfeiffer ran the jewelry brand Tokyo Jane for several years before starting a sourcing company with Linea in 2019. The couple shares a passion for creating something both functional and sustainable on multiple levels.
“Aydo stands for ‘all you dream of’ and is more than just a tagline. It reflects the entire philosophy behind the company. If you have a good community around you, you can achieve what you dream of,” says Michel Pfeiffer.
This mindset led the pair to Georgia in Europe, where they found their dream supplier. In this country, they encountered a community deeply tied to family and unity, despite differences in religion.
“At the factory in Georgia, located in a high-crime area, we saw how they give back to their local community and support one another. There’s always a free vegetable-based meal, most of the factory’s electricity comes from solar panels, and their whole approach is to help people in every way possible. This aligned perfectly with our DNA. We have a broader desire to do good, ideally in collaboration with others who share the same values,” Pfeiffer elaborates.
“We’ll never be cute and sweet”
In the design process, Linea Deckmann emphasizes durability, requiring high-quality materials. Additionally, she avoids chasing trend colors and instead focuses on fun and spreading good vibes.
“In the fashion world, socks have become a small extra accessory to add to an outfit. We currently have many yarns with small sparkly color specks – these socks sell out continuously because people love them. We’ll never be cute and sweet in our expression. At our core, we’re fun and bold – but also relaxed. We don’t buy trend colors; instead, we use what’s already in stock at the factory to create new color combinations,” she explains.
Their bestseller is solid-colored socks made from Oeko-Tex-certified combed cotton, praised by customers for their softness and durability. AYDO Studios also offers two types of tennis socks in bamboo and thick merino wool socks of superior quality:
“Our socks contain 66 percent wool from an Italian yarn producer. This ensures the best quality of wool shines through. Our socks are made to last. We live in a world that doesn’t need constant ‘buy new’ messaging, so durability is a key parameter,” adds Pfeiffer.
Small details, big dreams
The packaging for AYDO Studios socks stands out immediately. Instead of traditional paper tags, the socks are packed in sturdy cardboard tubes, ideal for display.
“We worked hard to find a solution that is both practical and aesthetic. The tube can be reused for everything from screws and beads to pencils,” says Pfeiffer.
The next challenge was ensuring people could see what’s inside the tube.
“We needed to communicate everything – color, size, material, washing instructions, and the story of who made the socks. We found inspiration in Georgian wine labels, which led us to a producer known for crafting beautiful labels for local wine brands. We decided to use a high-quality wine label for our tubes. It took a lot of time, but the result is exactly as we dreamed,” Pfeiffer explains.
For Pfeiffer and Deckmann, AYDO Studios is about creating something that feels true to them.
“We’re not trying to sell something people have seen many times before. We need to offer something new while also taking fashion off its pedestal,” says Deckmann.
This ambition drives them forward – from socks to a broader universe of accessories that embrace the same values:
“Socks are just the first element. We have several new products in the pipeline, but our main focus is maintaining the unique identity we want AYDO to embody. Can everyone relate to it on a broader level? That’s our most important task,” they conclude.
