SHAPING NEW TOMORROW was founded in Denmark in 2015 and is one of the fastest growing menswear brands in Scandinavia. With four existing flagship stores in Denmark, we are happy to finally introduce our very first flagship store outside Danish borders.

All of our clothes focus on comfort, quality, and timeless design. We have combined the best features from sportswear with the look from classic menswear for all men of any age, height, or size to stay comfortable in mind and feel confident in look.

Neuer Wall 59 will set the framework for our unique store concept and innovative menswear. Being one of the most central locations of Hamburg, we are excited to introduce German men to a next level retail experience and feel the comfort themselves in the heart of the city center.


Founded in northern Denmark in 2015 by three childhood friends, SHAPING NEW TOMORROW set out to change the way we think of traditional menswear. Comfort and style were difficult to unite and our goal is to make sure you never have to choose between either. We want all men to feel ready for whatever the day might bring.

With the use of advanced fibers and technical materials, we have developed a range of innovative garments that combine the best features from sportswear with the look of classic menswear. We make durable garments that last beyond trends and seasons to increase the lifetime of your favorite wardrobe items.

It might sound too good to be true. But if you don’t believe us, this is your chance to be one of the first to stop by our new store and try for yourself.


In our store, you will feel Scandinavian vibes that revolve around Danish “hygge”. Mixed with high-end digital elements, we offer a unique and personal shopping experience. Our retail concept is built upon the idea of meeting everyone who enters the store like long-awaited guests. With genuine interest and attention, our trained staff meets you where you are and accompany your needs in any way they can.

The store is decorated and furnished to feel like a second home. We offer cold drinks, warm coffee, a cozy lounge area, and spacious fitting rooms with adjustable light settings to reflect scenes from your everyday life.

We believe in retail. And we believe in creating an unforgettable customer experience. With our approach to traditional retail, we aim to exceed your expectations of what a store carrying classic menswear is like to visit.


Join our benefit club and be the first to receive exclusive content, launch offers, news, etc.