Selfmade®/STOFF & STIL aims to encourage and support the new generation of design talents! We need visionary designers to lead us in new future directions and invite design students from accredited design schools in Denmark, Norway, Sweden, Germany and Austria to participate in our great design competition.



What you win

One prize worth 13.500 euro plus a collaboration with Selfmade®/STOFF & STIL’s design team and pattern makers working on turning the winning design idea into a real sewing pattern.

The sewing pattern is presented in the Selfmade®/STOFF & STIL idea book of Spring/Summer 2023, after which is it sold via the 30 stores placed in Denmark, Norway, Sweden, Germany and Austria including the web shop that operates in 13 European markets.

Participate by sending us your wildest, most lavish, superb and brilliantly creative – maybe even sustainable – design idea. Indulge us with anything from children’s wear to men- or women’s wear, attire for dogs, dreamy interior design ideas or just surprise us with something spectacularly creative.



STEP 1: Design submission

Submit your design idea to [email protected] no later than 31st December 2021.


Submit the following:

  • 1 mood board presenting your design idea
  • 1 page describing your design idea and a bit about you + your full name, address and name of the school where you study.
  • 1 page with sketches of your design idea
  • Video presenting your idea (this is optional)

Pssst… get your small fabric swatches from one of our stores – just say you are part of the competition.



STEP 2: First selection


By January the 14th 2022 you will be notified if your design has been selected for the competition.


All selected design ideas must be made into a finished product. Each participant is given an allowance of 135 euro for fabric and accessories chosen from Selfmade®/STOFF & STIL assortment, all of which must be part of the design.



STEP 3: Send us your finished design idea


All finished design ideas must be with us by February 28th 2022. Please attach any photos of yourself – or someone else – wearing or displaying your design.


Feel free to hand in your design submission at your local Selfmade®/STOFF & STIL store or send it to our head office at:


Selfmade® | STOF & STIL, Att: Customer Services, Birk Centerpark 82, 7400 Herning.



STEP 4: Invitation for an online catch up/The 3 finalists


If you are among the 3 finalists, you will be notified by March the 8th 2022.


An online meeting will be set up on March the 24th 2022 inviting the 3 finalists to present the ideas behind their design and of course tell a little about themselves.



STEP 5: And the winner is …


On March 31st 2022 the winner of the design competition 2022 is announced.


If you happen to be the lucky winner, you are invited to join us our head office in Herning where you will be awarded with your prize and have the opportunity to present and hand over your design to our design team.


Following is a collaboration between you and our design team and pattern markers, working together to give your winning design a sewing pattern of its own – ready for sale in all stores and online not to mention being presented in our idea book of Spring/ Summer 2023.

Last year more than 140 creative design students participated from schools located in Denmark, Norway, Sweden and Germany.


Our in-house panel of judges declared two winners; Swedish Filippa Fuxe from Beckmans Designhögskola in Stockholm, receiving the first prize of 13.500 euro, and Danish Viola Sinne Moth Jacobsen from The Royal Danish Academy, receiving a prize of 6.500 euro.


Both aspiring designers currently work with Selfmade®/STOFF & STIL’s design team and pattern makers turning their design ideas into sewing patterns that will be on show in Selfmade’s Spring/ Summer 22 idea book, after which they will be ready for sale via the 30 stores and online.


Read about the terms and conditions of the competition here:

Terms and conditions

To enter the competition, you need to attend an accredited design school in Denmark, Norway, Sweden, Germany, or Austria.


Way of submission is to send us your sketched design idea with a mood board together with a description of you and your idea. It is optional whether you want to present your idea via video.


Every design entry must be submitted with a full name of the student, address and name of design school attended.


Information about name and address will be used to return the design, should the participant be selected to make the design into a finished product.


Information about the design school attended is to confirm that the participant is a design student.


All participants are welcome to collect fabric samples for their mood board in any Selfmade®/STOFF & STIL store. Please ask our staff and they will be happy to help.


All submitted design work in connection with the competition will be handled professionally by members of staff at Selfmade®/STOFF & STIL.


All submitted design ideas received up until December 31st 2021 will be part of the competition.


An in-house panel of judges comprising two designers, a pattern maker and country managers from all respective countries will review each design submission and notify all participants by email by January 14th, letting them know if they have been selected.


All participants selected for the next stage will be asked to make up/ sew their design idea and send it to our head office in Birk, Herning:


Selfmade®/STOFF & STIL
Att. Customer Services
Birk Centerpark 82
7400 Herning


It is also possible to hand in the design in our physical stores.


All participants entering stage two of the competition will be handed an allowance of 135 euro to use in a local Selfmade®/STOFF & STIL store. Stores will be sent a list of all participants, whereafter the student, by showing their study ID, will be able to provide themselves with materials needed for the design.


Selfmade®/STOFF & STIL must have the sampled design idea in hand by February 28th 2022 the latest.


When entering the competition, the participant accepts that Selfmade®/STOFF & STIL can keep the sampled design idea until the winner has been selected. Selfmade®/STOFF & STIL will return each design received unless a future collaboration is agreed upon.


The participant also accepts to have their design presented in Selfmade®/STOFF & STIL’s idea books as well as online and on social media. The name of the participant will always be mentioned in connection with the design as well as their Instagram profile name and they will also tagged.


On March 8th 2022 the panel of judges will select the three finalists. Following will be an online meeting on March the 24th 2022 with the three finalists each of them presenting the thoughts behind their design and a little bit about themselves.


Based on this online meeting the winner will be selected and notified by phone on March 31st 2022. The two finalists will also be notified by phone the same day.


The winner of the competition will receive a cheque worth 13.500 euro and a collaboration with Selfmade®/STOFF & STIL’s designers and pattern makers working to turn their design into a sewing pattern ready for sale in stores and online.


Selfmade®/STOFF & STIL retains the rights for the pattern and all following sale of the pattern.


The winner is announced on social media at a later visit to Selfmade®/STOFF & STIL’s head office in Herning, where the press will also be attending.


The winning design is not revealed until the pattern is ready for sale which will likely be in the Spring of 2023. It will be presented in a Selfmade®/STOFF & STIL idea book, online and on social media.


For further questions please write to [email protected].