We Danes are heavy consumers of resources. In 2022, consumption per capita in Denmark was 25.3 tons of materials , while the average in the EU was 14.4 tons according to Danish statistics. The high consumption means that we quickly use more resources than the earth can regenerate – and that is why Denmark has its own overshoot day already that March 19, 2025. From this date, we will use up next year's resources.
But fortunately there is movement – and awareness. Recycling and upcycling have become a natural part of the Danes’ everyday life and way of thinking. Where recycling is about breaking down and recreating materials (like paper into new paper), upcycling is about elevating materials to new functions and values without breaking them down – like when an old pallet is transformed into a beautiful coffee table. This is precisely where the potential unfolds: We create new without consuming new.
Recycling has become a big deal here. Because we recycle more than ever before. Today, it is no longer just the recycling center that gets visitors – recycling has moved into the home, into consciousness and into the business model. In a press release from March 12, 2025, the Danish Recycling System reported that 99.7% of bottles and cans were recycled in 2025 – an improvement of 4 percentage points from the previous year. And according to the Danish Environmental Protection Agency, 74% of all waste was recycled in 2021. The EU's waste directive from 2018 had set a goal that 55%, 60%, and 65% of our household and commercial waste should be recycled in 2025, 2030, and 2035, respectively.
We have already exceeded the targets, but it is not just about sorting. It is about thinking new things – and thinking further.
At Underflod we combine aesthetic, timeless design with circular economy and social responsibility. We believe that a good product should not just be beautiful – it should also have a history, a purpose and a future. That is why we work with recycled materials, local production and social responsibility. We collaborate with socially vulnerable groups and believe that people, dignity and quality are at the core of every meaningful solution.
In our universe, design is not just form – it is values . It is passion for materials, respect for resources and love for the community we are a part of. We don't just build furniture – we build connections between people, materials and meaning.
At Underflod, there is an abundance of what really matters:
Passion. Design. Quality. Materials. People.
