Elise Gug was found by herself and her husband Niels Kongshaug in 1986. together thay have run the company, which is one of the longest surviving labels in Danish modern history. Everything is designed by Elise Gug and is sewed in Italy.
In end of 2017 the company went through a generation change and is now run by the daughter Emilie Gug and investor Ermudde Fønss. Elise is still the designer behind the brand.