In 2002 the married couple Charlotte and Peter Galsgaard started Wheat, a Danish kids fashion brand. They experienced a Scandinavian market filled with polyester and other synthetic materials and their mission became to create a brand focusing on natural fibers and sustainability, a clear design DNA and passionate values. At the time, there were no real Danish precedents and the couple had to do their own natural material sourcing, to make sure that they got the best product quality.
The natural fibers also became the inspiration for the brand name, Wheat. The Danish wheat fields at summertime swaying in the wind, became the symbol of the natural fibers used and an association with a strong brand identity.