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Pernille Blume

Welcoming our newest ambassador.

From aspirations to dreams, Pernille Blume, Denmark's 2016 Olympic Gold Winner in Women's 50m Freestyle, has an interesting past, present, and (for sure) future. We sat down with Pernille right before the launch of her new line - Lingerie by Blume - and got to ask all the questions you have always wanted to ask her. From advice for young athletes to the moment she decided she wanted to swim professionally, this interview will help you to get to know Pernille.


Why did you choose Danish Endurance for the co-op on your lingerie?

Danish Endurance is one of the few Danish companies that support athletes, both existing high-level, but also new inspiring talents. How great is that!

They also have a high priority on the choice of quality and an equally high priority on conscious manufacturing, with a special focus on recycling.

I love that they don’t claim to be 100% sustainable, but that they every day aim to make changes in that direction.

Furthermore, I highly respect their business flair. Their sense of how the customer reacts and how to service them.

And I enjoyed the design process and how they have involved me in every aspect of design, colors, styles, fit, and materials, the process has been a pure pleasure.

I can’t wait to see how the costumers react to our new lingerie brand.

What inspired you in developing your lingerie collections?

For years I have been walking around and getting hurt by bras with “bøjle” like many other women. I appreciate comfort and feeling good with what I’m wearing, so when I saw some of my friends wearing small triangle bra’s with cute laces and some completely natural, then I knew I wanted to create something like that. It has to be sporty yet feminine and most important of all, it has to be a bra that feels so good to wear that you can sleep in it.

What does endurance mean to you?

It means perseverance, keep doing what you love, don’t stop because things get rough or because you want a result. Keep going because you love what you are doing every day.


Did becoming Olympic Gold winner change your life in any way?

Yes, it did. On many levels, my life changed and I had to change with my life. Mostly it changed on the outside, but on the inside, it stayed the same. I got a different voice after the Olympics, suddenly many people wanted to hear what I was saying. I remember saying a prayer after the Olympics that went something like this: “Please universe help me use this Olympic Medal (my new found voice) in a way that helps lift other people, that inspires people and may it be greater than myself and serve a bigger picture”. I felt so grateful for my medal and my voice and I will never take that for granted.

What is it about swimming that brings you the most joy?

It’s the journey that brings me joy. I get to experience myself, my limits, my beliefs, and the world in a way that many people will never do. I’m 26 and I know my body in ways that many won’t understand, I’ve seen/met people from different backgrounds, different cultures and seen different layers of society in so many parts of the world because of my swimming.

Which other (female?) athletes do you admire?

To be honest I admire many female athletes. I love it when female athletes show how women can be very diverse even in sports. I admire all ladies who go out there and chase their dreams even though they might have been told that their body type didn’t fit with their sports. Female athletes are often very independent and creative, it inspires me to see other women speaking their minds and creating a universe where the masculine meets the feminine.

When did you realize that you wanted to swim professionally?

Watching the Olympics in 2008. I stayed up at night to watch swimming and I remember thinking that I wanted to work hard and do my best to participate in such a big and prestigious event.

How do you exercise off the swimming pool?

I love to do yoga. So, I try to do some home yoga, often online and it has to be relaxing for my body and mind.

Do you have any advice for young athletes?

Yes, one day you have to quit your doubts about yourself and make a commitment/promise to yourself to believe in you. When you get ready to race, force yourself to fully believe in you, and leave no room for doubts, keep your promise and push back the doubts.

Photographer: Mine Kasapoglu


What’s your favorite spot in Copenhagen?

I love all parts of Copenhagen, but recently I’ve been more attracted to Vesterbro. Vesterbro has so many diverse and interesting places such as cafés, shops, and markets.

What do you miss the most about Denmark when you are away?

The freedom to just take my car and go somewhere I know and of course my friends and family.

What do you like doing in your spare time?

Relax haha. I love to read. And I love to just let the day decide what I will be doing. My life is very planned because of my swimming, so I love it when I get to just go with the flow and see where life takes me.

Describe yourself in 3 words?

Curious, adventurous, loyal.

What is the best advice you’ve been given?

I’ve been giving so many good pieces of advice during the years, but I think the most important one is to always trust myself and my gut. Listen to my body and stay true to myself.

What’s your beauty secret?

Talk nice to yourself, do things that make you happy, and feel good. A happy person with beautiful energy makes a person beautiful