22/06/2026
The story behind the Den...
Fenrir’s Den Apparel didn’t start as some grand business plan. It started with design, a few tee ideas, and the need to build something that actually felt like me.
I’m David or Dave, founder of Fenrir’s Den Apparel. People always ask why the name? Well it comes from a mix of things close to home, a love of Malamutes, an interest in history, and a nod to my design business, Fox In The Box Studios.
Originally, I just wanted to create my own tees so I started turning my artwork from Fox into designs, printing small runs, pressing pieces myself, and taking them out to markets.
What began as a side project soon became something bigger and that’s where Fenrir’s Den really began.
Now the brand is about creating streetwear with attitude. Clothing for people who back independent brands, want something with real personality, and would rather wear something with a story behind it than the same copy-and-paste fashion on the high street.
If you’ve supported the brand, liked a post, bought a piece, shared the journey, or even just followed along while I build this thing, truly thank you! It genuinely means a lot, but… we’re only just getting started.
