Timeless, Effortless, Unrivaled

There’s an unmistakable allure to the way people in the North carry themselves. A quiet confidence, an understated elegance, a sense of ease that moves in harmony with the crisp northern air. Here, where life is inseparable from the culture of sport, movement is not just a necessity—it is an identity.

And then, there’s Copenhagen. A city that consistently ranks among the best in the world for quality of life. But beyond its serene canals and impeccable urban design, it has become the nucleus of contemporary premium eHealth food culture.

Noma, La Banchina, Mikkeller Beer, Grød, Coffee Collective, Popl Burger, Table Ferments—names that extend beyond their Nordic origins, setting new global benchmarks in taste and experience.

Yet, to truly grasp the city’s creative pulse, you’ll want to cross paths with July and Jon, two visionaries who have mastered the art of fusing sport with the essence of the North. Their approach is instinctive, almost poetic. They don’t chase trends; they redefine them, shaping a visual language that is both raw and refined.

In an era fixated on layers and high-performance gear, Julie and Jon have reignited the fascination with a seemingly simple yet iconic piece: the retro three-stripe tracksuit. And suddenly, we are reminded—this is more than just clothing. It is a symbol. A time capsule. A declaration.

Some garments don’t just exist; they endure. Woven into the fabric of culture, they remain relevant, effortlessly functional, unapologetically timeless.

MENTAL ATHLETIC: It would be too easy to ask them about running—you see that all over their social media. We’re here to go deeper, to be more curious.

Jon, who are you—beyond the titles, beyond the labels? Strip it down to the essence.

JON HJELHOLT: A truly impossible question. But I like Cocteau Twins, Radiohead, Fugazi, Nirvana, Miles Davis, Serge Gainsbourg, Beethoven, My Bloody Valentine, Björk, Slowdive, Bill Evans, Joy Division, Massive Attack, A Tribe Called Quest, Black Sabbath, and Chopin. I go for a long run every weekend, and I eat legumes every day.

Jon, philosophy and photography—how did one lead you to the other?

JON HJELHOLT: I’m actually not sure it did. Academic philosophy is mostly a highly analytical endeavor. You typically investigate concepts to see where they break down and then build new and better concepts through analysis. Photography, on the other hand, is a highly creative task. Of course, you should always use one to inform the other, but creative and analytical processes are not the same. So, I honestly think it’s a freak accident that I went from my years studying philosophy at university to working as a photographer now.

However, I like to believe that my photography is somewhat informed by my training in philosophy. One of the most important lessons from philosophy is to shed yourself of preconceptions and try to keep ideology out of your thinking. I think that’s a good guiding principle for both analysts and creatives alike.

Julie, we’re coming to Copenhagen. Five places we must visit—no cafés (we’re Italian) and no Noma. Surprise us.

JULIE HYLD: Every time I come back to Copenhagen, I realize how much I appreciate the strong sense of community that exists everywhere. It feels very safe and almost like home, no matter which borough you’re in. And if the sun is shining, you’ll see people gathering anywhere possible, which feels quite unique.

Since you’re Italian, I’ll go easy on the restaurant recommendations—especially when it comes to pasta. But one of my favorite dining experiences in Copenhagen is Baka d’Busk, an all-vegetarian restaurant that serves you vodka between courses, plays whatever music they feel like, and has an incredibly friendly staff.

Next up is Dyrehaven, a beautiful 20-minute train ride from Copenhagen, where you’ll see architecture by Arne Jacobsen. The park itself is stunning—perfect for a run or just a long walk. From Dyrehaven, you’re already on the way to Louisiana, the Museum of Modern Art. Aside from the exhibitions, the museum itself is beautiful and makes for a great trip.

Even though Copenhagen might seem like a wealthy city, we have a long-standing tradition of bodegas—local bars where you’ll find cheap beer, a smoky atmosphere, and a mix of people from 18 to 80 years old. It’s a great example of Denmark’s flat social structure, where everyone, regardless of income, age, or background, can gather and socialize. Since I avoid smoking as much as possible, I usually end up at one of the nicer bodegas—slightly more expensive beer, but the same great social vibe.

Lastly, since I assume you’re coming to Copenhagen to visit us too, I’d suggest we go for a run! I’m always amazed by how easy it is to run in Copenhagen whenever I return from somewhere. The city is fairly small, and since the roads are designed for cyclists, it’s surprisingly runner-friendly. Within just a few kilometers, you can escape the intersections and find yourself on a gravel path that stretches for 50 km. In the summer, we always finish our runs with a jump into the canals—the water is clean, and it’s the most freeing feeling I know.

Jon, something unexpected about your family farm.

JON HJELHOLT: My family farm consists of six border collies, 2,000 sheep, and several hundred acres of organic farmland. My family has run a wool-spinning mill in the south of Denmark for generations, since 1878, and I’m currently the fifth in line.

Something unexpected about the business might be that the machines in our current production line at the spinning mill date back to the 1940s. They’re fully functional and have been with us since my granddad bought them in the 1970s. They’re obviously so old that there are no technicians left in the world to service them, so we’ve had to pass the knowledge down through generations to do it ourselves.

The spinning mill and farm currently provide work for 15 people, and I think it’s amazing that such old machinery can still be the backbone of a functional business in our time.

Julie, the one dish you could eat forever.

JULIE HYLD: Oatmeal.

Jon, ex-model life—what’s your ultimate wardrobe essential? And the one brand that never fades?

JON HJELHOLT: I worked for about 10 years as a model in the high-fashion industry—back then, it required a wardrobe of straight black jeans and tight black t-shirts. No variations. Now that I’ve quit that line of work, I can finally escape the model uniform and wear something different.

Right now, some more technical pieces are the new essentials in my wardrobe. I like to be active at all sorts of times. If I’m in my city office, I like having the option of a very spontaneous run with friends, and if I’m in the countryside, I also need to be ready to gather up the sheep or walk the dogs at short notice. So I’ve been wearing more Satisfy, Roa Hiking, and And Wander, and I’m currently very excited to get my package with supplies from the new brand Portal.

However, one thing that has been completely essential in my wardrobe—before, during, and after modeling—has been the sweaters knitted by my mum with yarn spun by my dad. When I did my first winter show season, I wore a cable-knitted sweater by my mum between castings and shows. And this last season in Paris, I sat front row at a show in a cardigan knitted by my grandmother some 30 years ago, from yarn spun by my granddad.

Brands always fade eventually. Quality doesn’t.

Julie, your next destination. Where, why, and what’s first on the agenda?

JULIE HYLD: My next destination is the Faroe Islands with Jon. There has been quite a lot of talk about Greenland these past months, with Trump being very Trump-like—you never know how serious he is. The whole episode has, however, sparked a positive discussion about the relationship between Denmark and the Commonwealth, especially Greenland. We realized that, despite being part of Denmark, we have very little connection to the Faroe Islands and Greenland. So, we’ve decided to visit in April.

I believe we will read books, run, and relax... undoubtedly, Jon will take pictures.

Hyld—where creativity meets sweetness. What’s the secret ingredient behind your agency? Tell us everything.

JULIE HYLD: I’ve always worked with people, and for many years, it felt like a bit of a scam—like a game of who could get the most out of the relationship. But since going freelance and starting my own business, I’ve been able to bring my heart into almost everything I do.

It’s not really a secret, but it’s just very difficult for me to completely separate my work from who I am. So whatever I do—or plan to do—I’m very aware of what feels fair, respectful, and honest. That’s how I see myself building a sustainable business, where the people I work with trust me and trust that I am being fair.

Besides that, I trust my instincts and what I like, and I try not to constantly draw inspiration from the same industry I work in.