Founder of Danish clothing brand apologises for comment about Islam

The founder of Danish clothing brand Norse Projects, Tobia Sloth, has apologised after writing that he would remove “Islam” from Earth if given the chance to improve the world, according to a report by Danish broadcaster DR.

Sloth made the remark in response to a LinkedIn user’s question about what single thing one would eliminate to make the planet better. His reply—”Islam”—sparked outrage, with critics labelling the brand “racist” on its Instagram page.

In a statement, Sloth called the comment “impulsive” and admitted it was a mistake. He claimed the remark was intended as irony during a heated online discussion but acknowledged it was “categorical, generalising, and exclusionary.” The post has since been deleted.

William Atak, a crisis communications specialist at Atak Nordic, told TV 2 that invoking free speech would not shield the brand from backlash. “You can’t hide behind free speech when you represent a global brand that wants to be inclusive and avoid associations with discrimination,” he said.

Norse Projects, founded in 2004 by Sloth and two partners as a blend of a clothing store and art gallery, began designing its own apparel in 2009.