Martin Kornbek Hansen first founded the &Tradition brand in 2010 as a way to reintroduce designs by Verner Panton, back into the modern world. Panton's designs set the tone for the brands timeless products. His overall goal was to keep the Nordic and Danish style alive into the 21st century.
&Tradition has since branched out using many different designers to elaborate on the Nordic and Danish theme. They strive for timeless designs born out of tradition and revolution. Martin Kornbek Hansen honours old masters, who were avantgarde in their time and welcome new designers creating icons of tomorrow.