Danish creative and style icon Pernille Rosenkilde has rolled up her sleeves to support Uniqlo’s Heart of LifeWear initiative, bringing warmth to those in need during some of the coldest months of the year. Here, she speaks to Vogue Scandinavia about why she rolled up her sleeves to help the cause in Copenhagen and how Uniqlo is leading in charge in creating positive impact through clothing
On a biting cold day in Copenhagen – the kind that burrows into your bones and numbs your fingers – Danish creative Pernille Rosenkilde does something many of us take for granted: she layers up in Uniqlo's Heattech before stepping outside. But as she zips her coat and braces against the chill, her thoughts always immediately turn to those who don’t have access to that basic comfort.
"Every time I feel cold, I immediately think about how privileged I am because I always have a warm home to return to and a family ready to offer love and warm hugs," Rosenkilde says. "But there are many people, even in a wealthy country like Denmark, who don’t have a place to go – not even when it’s freezing."
As mindful of social responsibility as she is of her eclectic style, Rosenkilde regularly donates to charities. But, as she notes, "you don’t always see exactly where the money goes or how it actually makes a difference." So this winter, she’s taking a more hands-on approach, stepping into the role of volunteer, Teaming up with Uniqlo, Rosenkilde is supporting the brand’s Heart of LifeWear initiative, which the course of this winter season has been donating one million Heattech items globally to those who need warmth the most. In Sweden, that includes 11,000 pieces to Stockholms Stadsmission and Situation Sthlm and in Denmark, 5,100 pieces for Mændenes Hjem and Danner – all organisations helping people experiencing homelessness and housing insecurity.
Rosenkilde recently rolled up her sleeves and joined the volunteer effort at Copenhagen's Mændenes Hjem to help distribute the donated pieces. “I have always been a big fan of Uniqlo,” Rosenkilde says. “All my favourite T-shirts come from Uniqlo, and I rely on Heattech to get through the Scandinavian winter. But this initiative hit even closer to home for me. I live near Mændenes Hjem, and being able to contribute to something that directly impacts my own community makes it feel all the more meaningful.”
Volunteering at Mændenes Hjem was a simple yet powerful gesture that reflects Rosenkilde’s deeply held belief: change, no matter how small, starts close to home—an idea she is already instilling in her young daughter. "Every time we go to the playground after I pick her up from daycare, we pass by Mændenes Hjem. Even though she is only two years old, I have already started talking to her about how all people are equally important and that we should be kind and helpful to strangers – including homeless and vulnerable individuals," Rosenkilde says. "Our local Hus Forbi vendor now recognizes Lizzi, and she waves at him and says hello when she sees him in front of the supermarket. So in that way, this initiative means something personal to me, and I am truly grateful for the opportunity to be part of helping."
For those experiencing homelessness, warmth is not just a comfort – it’s a matter of survival. In recent years, the number of homeless individuals in Denmark has been rising, with absolute poverty also increasing from 2.6 percent in 2021 to 3.2 percent in 2023, according to Statistics Denmark. Against this backdrop, Uniqlo’s donation of 5,000 Heattech items to Mændenes Hjem are being distributed through their Vesterbro clothing depot and cafés, while an additional 100 pieces have been allocated to women living in Danner’s shelter.
"With homelessness being a persistent and widespread issue across Denmark, we’re very happy that our partnership with Uniqlo will bring thousands of thermal items to people who live in homelessness this winter,” says Mændenes Hjem CEO Eva Secher Mathiasen. “This essential support provides warmth, dignity, and comfort through the coldest months, while also helping to raise awareness of the challenges faced by people most in need.”
This initiative is part of a much larger global effort by Uniqlo, which has prioritised distributing Heattech to countries that have taken in large numbers of refugees. Moldova, despite being one of Europe’s smallest and poorest nations, has welcomed over a million Ukrainian refugees since the onset of the war – making it one of the key recipients of this donation effort.
For Rosenkilde, Uniqlo’s approach represents a meaningful intersection of fashion and social responsibility – one that, in her view, the industry doesn’t always prioritise enough. “I love fashion because it’s beauty that speaks to the senses, but there are days when I wrestle with the feeling that working in this industry can seem a bit hollow,” she admits. “That’s why collaborations like this feel so meaningful. It’s inspiring to see major brands using their resources to help where it’s truly needed.”
And while large-scale corporate donations make a difference, Uniqlo has also embedded this ethos at a grassroots level. Since opening its first store in Denmark in 2019, Uniqlo Scandinavia has partnered with Mændenes Hjem not just through donations but through their own staff volunteering efforts as well – ensuring that their commitment to social good extends beyond a one-time gesture.