Selfmade® supports the new generation of design talents! We need exuberant forces to set new ideas and directions in the world.


That's why we're inviting YOU, the design student of 2022, to participate in our big competition.


You can participate if you are affiliated with an official design school in Denmark, Norway, Sweden, Germany, Austria, France, the Netherlands, Luxembourg, The United Kingdom, Portugal, Spain, Belgium or Italy.

A cash prize of 13.500 € (£11,500) for your best design idea and a collaboration with Selfmade's designers and pattern makers to develop that idea into a real sewing pattern.


The sewing pattern will be presented and available for sale on, which delivers to 13 European markets - as well as our 31 physical stores in Denmark, Norway, Sweden, Germany and Austria. In addition, the sewing pattern will be featured in our idea books and on our social media channels.

Send us your wildest, best-looking, most creative (and maybe even sustainable) design idea. It could be anything from clothing for adults, kids and dogs to stylish home accessories - or anything else wildly creative.

Send your design idea to [email protected] by January 22nd, 2023.


Please submit the following:

  • 1 mood board presenting your design idea
  • 1 page describing your design idea and a bit about yourself + your full name, address, phone number, the name of the school where you study and potentially also your Instagram handle.
  • 1 page with sketches of your design idea (+ possibly also a video presenting your idea). The idea may be completely new or based on exam projects and the like.


By the way, you can pick up small fabric samples from one of our stores - just remember to mention you are part of the competition.


On February 10th, 2023, you'll be notified if you advance to the next stage in the competition.


If you've made it this far, stitch your design idea into a finished style. To do this, you will receive a grant of 135 € (£115) for fabrics and accessories from the Selfmade® range that will be part of your design.

We must receive your finished design idea by March 20th, 2023. Important: Also include photos of yourself - or others - in or with your design.


Your design submission can be handed in at your local Selfmade® store or sent/delivered to our head office:


Selfmade® | STOFF & STIL, Att: Customer Service, Birk Centerpark 82, 7400 Herning.


On March 24th 2023, you will be notified if you are among the 3 finalists.

On March 31st 2023, the finalists will be invited to an online meeting where they will present the ideas behind their design and tell a little about themselves.

On April 5th, 2023, we will announce the winner of the Selfmade® Design Competition 2023 based on a vote by the Selfmade jury and an online vote by our customers.



If you happen to be the lucky winner, we'll invite you to Selfmade's headquarters in Herning, Denmark, where you'll present and hand over your design to our design team. Shortly after the visit, you will receive the 13.500 € (£ 11,500).


You will then work with the design team and pattern makers to develop your winning design into a sewing pattern.


By entering the design competition, you accept the terms and conditions of our competition.

The winner of our latest design competition is Julia Wilde, a student at Kunsthøyskolen in Oslo, Norway. Julia won for her idea for a boxy jacket, which has sustainable ideas behind it.


On June 29th, 2022, she visited Selfmade's head office, where she got an insight into all our processes. Here she also handed over her design to our design team and pattern team - and right now the sewing pattern is being developed in close dialogue with Julia to be ready for spring 2023. 


Read more about Julia Wilde's design idea here