1 year of LOVER coming up.
Somewhere between production days, sleepless nights, investor meetings, festival chaos and thousands of sampled cans… this became real.
11 months ago we had absolutely no clue what we were doing. Since then we’ve developed 4 clean-label products, produced 12 times across 4 different facilities and changed recipes almost every single time. We’ve produced 250.000+ cans and spoken with 50+ companies across Europe and the US about everything from juice, electrolytes and cans to labels, logistics, packing and production.
We’ve pitched LOVER 100+ times to distributors, importers, manufacturers and investors, from tiny angels to some of the most successful people in the world, and somehow ended up building an investor team that still blows my mind.
At the same time we’ve done 100+ events, some weekends 3-4 events per DAY, sampled more than 100.000 cans one box at a time and created events in Berlin, Portugal, Ibiza, Paris and Copenhagen. We’ve partnered with many of the venues in Denmark we personally think are the coolest.
What people don’t really see is the amount of chaos, stress, sacrifice and borderline insanity that goes into building something from scratch.
This has been every waking hour. Physical, mental, social and financial sacrifice. A lot of risk. A lot of fear. Family, friends and “potential girlfriends” I’m sorry ❤️
But at the same time it has also been one of the wildest and most meaningful experiences of my life.
In the beginning it honestly felt a little like we were selling dreams. Today I know we’re not. People are actually buying our products. There is traction. There is something here.
Huge love to my co-founders Tomas, Arman and especially Line, my everyday warrior. Building something like this only works when the people around you are just as crazy as you are.
Big love as well to our team, partners, investors, friends and everyone believing in us before there was really anything to believe in.
We are nowhere near where we want to be yet.
But we are definitely getting somewhere.
And honestly… it still feels like we’re only getting started 🔥
#LOVER
🐥 - We're giving 100 x KILLER KYLLING & LOVER kombos away for FREE tomorrow the 11th of April from 11.00 at our location on Borgergade 18 - 🐥
🌯 - Bring your friends and come early! - 🌯
#KillerKylling - We finally did it, the Killer Kylling is here! Perfectly caramelized chicken thigh served with our brand new Zhug yoghurt, our homemade Killer Kucumbers, parsley and shredded cabbage
People say its even better than the Killer Kebab, what do you think?
#copenhagen #killerkylling #kebabporn
Det her er en af de uger, man ikke glemmer.
For lidt over et år siden startede LOVER, som en idé. En mavefornemmelse hos Line, Tomas, Arman og mig.
En rejse uden en klar destination, men med den helt klare intention:
At bygge et fashionbrand, der laver vand.
Ikke en vand, der skulle passe ind i en eksisterende kasse, men et brand vi alle selv kunne spejle os i. Noget der kom fra vores verden af musik, mode, natteliv og fælleskab.
I denne uge lancerer vi LOVER ud i 7-Eleven.
150 butikker. Hele landet.
Det har været en fuldstændig vanvittig rejse.
Vi har lavet events over hele europa.
Vi har produceret 8 gange, med forbedringer hver eneste gang.
Smagt, justeret, kasseret og bygget igen.
Nu står vi et sted, hvor vi oprigtigt er stolte.
Produktet er rent.
Det er pænt.
Og vigtigst af alt, det smager godt.
Vi har stadig masser at lære og der er stadig forbedringer vi kan implementere, så vi er på ingen måde i mål.
Tusinde tak for tilliden Maria Otto, Jakob Bach Haslund og hele 7-Eleven teamet. Vores første møder var helt tilbage i februar 2025, at vi et år senere lancierer det vi oprigtigt betragter, som verdens bedste convenience-kæde, gør os både ydmyge og enormt stolte. Jeres position i convenience, er hvad vi drømmer om at blive for hydration, det føles som det perfekte match.
På lørdag får vi lov til noget helt absurd:
Vi lukker 7-Eleven på Nørreport ned og laver to koncerter med to fantastiske bands/artister Elsked og Kops.
Et venue til 30-40 mennesker.
To navne, der normalt spiller for mange flere.
To navne, der er kompromisløse og fantastiske artister
Det bliver sexet, skørt og meningsløst, og netop derfor giver det mening.
Personligt har det her år været fyldt med lange dage, lange nætter, alt for lidt søvn og vildt meget spænding. Men også med fælleskab, tillid og følelsen af, at noget langsomt, men rigtigt er ved at blive bygget.
Nu er LOVER ude i landet.
Vi glæder os helt vildt til at se, hvordan i tager imod det.
Stay thirsty
Find your LOVER
In 7-Eleven
This summer I finally visited Greenland, a country I’ve grown up hearing about through my parents’ who have lived and worked there long before I was born. Wanted to post something about our amazing trip, but it felt impossible to do without addressing the situation the people of Greenland are addressing at the moment.
Watching what’s happening now, I feel with everyone affected. I’ve seen post from friends from friends from Greenland and seen who stressed everyone is about the situation now.
Times like these remind us how heavy power, pressure, and psychological warfare can feel, especially when driven by leaders who rule through fear and division.
I still believe that this too shall pass.
And I strongly support Greenland’s wish for independence, even when the road forward feels long and impossible at this point.
Holding empathy across borders, friendships, and politics.
🤍
2025 was about endings and big beginnings.
Sold my last bar, The Jane.
Closed a chapter I’ve lived in for 15 years.
Built a new company from scratch.
Fundraising, partners, investors, pressure, excitement.
Survived a shitstorm in Killer, which somehow turned into a love storm.
And now: Lover.
No shadows. No shortcuts.
We’re building something to a level where competition gets uncomfortable.
Also: only room for one Lover in my life this year.
Maybe 2026 will be more… balanced.
Stay thirsty ✨
🎁🌯🎄- Killer Khristmas -🎄🌯🎁
Sunday the 14th, our friend @hermansverden will be joining us for a very special Killer Khristmas kollab!
Together we will make the first ever Killer Khristmas Kebab with one of our Fabulously Fluffy Sourdough Flatbreads and:
🐷 - Homemade PORK kebab
🐖 - Homemade PORK crackling
🥬 - Marinated pointed cabbage
🍎 - Fresh Apple
🌿 - Fresh Parsley
🧅 - Red Onion
🌾 - Mustard yogurt sauce
And just to make everything even more khristmas'y and wonderful, we'll be serving proper:
🍟 - BROWN SAUCE from our friends at @frankskro for the fries!
🌯- We'll be serving The Killer Khristmas roll only at Christianshavn from 12.00 until we sell out - so come early!
We cant wait!
The end of an era: I’ve sold The Jane
After 15 years, I have decided to sell my final bar - The Jane - and leave the restaurant business behind me.
Its impossible to put into words how much this journey has meant to me. For more than a decade, I’ve lived and breathed hospitality in all its forms. During this time I’ve had the great privilege of working alongside more than 1,000 incredible people across multiple venues with whom we built something far bigger than ourselves.
The Jane was never just a bar. It was where it all started, my first and my last venue. It was a stage for love and chaos, music and madness. A place where strangers became friends, friends became family - and at times where families were literally created. I’ve seen couples meet here, fall in love, and having children, who would not even exist had their parents not decided to visit the Jane on the same evening. That’s the kind of magic we have made.
But it wasn’t always easy. Along the way I’ve lost amazing friends and colleagues, and those losses still hurt. Yet the connections, the energy, and the culture we sparked will outlive any ownership agreements.
To everyone who’s been part of this wild ride, thank you. For the support in the good times and the bad, for every shift, every night, every memory.
All the venues I’ve been involved in will always be part of me.
Letting it go is not the end - it’s the closing of one chapter, and the opening of another. The next chapters are LOVER & KILLER
(Over the next few weeks I’ll share a few reflections from my 15 years in this industry.)
❤️
This year’s Burning Man was something different. Not the burn I thought I wanted, but maybe the one I needed. For the first time, I left feeling physically and emotionally completely empty… and somehow that feels right.
Grateful beyond words for my Maxa family. Six years with you, and every year this community grows stronger, wilder, and more beautiful. A home that only exists for a few fleeting days, but stays with me all year. The art, the people, the energy: nothing compares.
Special love to the founders and core team your vision makes this magic possible.
A few highlights (didn’t have my phone much, so only little to share):
1. Dusty and dirty in front of @ralfwnz incredible gift to the camp. When you do something you do it right 🪩 @joseealarcon
📸 @eltepocate
2. Sunrise with soundtracked by @rufusdusol and @adamten_
3. @saintevieofficial + @colyn_music set at Maxa.
4. @carlita & @djtennis dropping Trentemøller’s remix at Mayan Warrior.
5. @borauzer throwing the first party in our chill-out tent — everyone dancing barefoot on Anton’s new Moroccan carpet, while he played a 7-hour set full of raw energy in while the rain was passing through.
6. Bringing @thirsty_lover_ back to where it all started, closing a circle that began at Maxa a year ago. What a year 🚀
BREAK IN CASE OF EMERGENCY or thirst or love. Find our LOVER boxes in the streets of Copenhagen during @copenhagenpride . One of them contains a special surprise 🗝️
@loveisnotacrime_official
Building Lover has been the wildest ride of my life.
From late nights and early cans to now seeing Lover taking off in Denmark and beyond is both humbling and insanely exciting. My co-founders (Line, Tomas and Arman) are some of the most amazing people I have ever worked with and without them there would be no LOVER.
Now comes the real part.
2026 will be all about scaling: a full rollout in Denmark, a strong entry into Germany, and possibly 1–2 more markets. But to get there, we need to build a serious engine and that starts now with hiring the right people.
This is not a typical job post.
There is no long description, no corporate HR checklist, no salary grids. This is just us putting a few hooks out there, and trusting the right people will feel it.
Are you looking for a Lover? We might be looking for you:
Head of Sales – you’ll be responsible for driving our growth in Denmark, and eventually help shape our entry into new markets. But more than that: you need to live and breathe the Lover brand. You are the brand when you’re out there. Experience is a must here, since we have very little in this area.
A Swiss Army knife – someone sharp, fast, and adaptable. You’ll manage multiple work streams across ops, strategy, and execution. A consultant or someone used to structured chaos could thrive here.
Intern – you’re eager to learn what it really takes to build a lifestyle brand in this industry, as you’ll get thrown in the deep end and come out stronger. Expect speed, responsibility, and a lot of fun.
What’s mutual across all roles:
You have to be able to execute🫡
You have fire in your eyes 🤩
You need to want to live and Love this brand
You like dogs, as we have the cutest ambassadog in our office 🐶
If that’s you or someone you know reach out to [email protected]. We are looking forward to hearing from you!
