Noa Noa was founded by Harald Holstein in 1981 out of his frustration over the uniform like fashion of the 1980's. He and his brother Lars developed Noa Noa in to one of Denmark's leading fashion brands.
Noa Noa's ethos is to offer women of all ages clothing that allows them to express their individuality in a feminine and delicate fashion.
Their business practices are based on a mixture of what makes good business sense and what intuitively feels right. "Profit is important for it secures our ability to determine our own future."