Rotate signs outfitting deal with Denmark’s women’s football team

Danish fashion label Rotate is bringing signature style to the sidelines as the official off-field outfitter for Denmark’s women’s national football team. The partnership, which runs through 2026, debuted with a travel capsule revealed just ahead of the UEFA Women’s Euro 2025 tournament, which kicked off in Switzerland on 2 July.

Founded in 2018 by designers Jeanette Madsen and Thora Valdimars, Rotate is known for its bold silhouettes, structured denim, and playful femininity. For the national team, the brand created a coordinated wardrobe featuring sky-blue button-up shirts with floral embroidery, matching shorts, signature denim pieces, as well as polos and caps.

The collaboration marks Rotate’s second with the Danish Football Association (DBU). In April 2023, the label partnered with the team’s kit supplier, Hummel, on a limited-edition capsule that included a co-branded jersey and matching sportswear items designed by Rotate.

“We’re proud to support and help raise the visibility of women’s football—both in Denmark and internationally,” the brand said in a statement.

Based in Copenhagen, Rotate is a mainstay at Copenhagen Fashion Week and operates a flagship store in the city. The brand reported €16 million in global sales in 2023.