Birthe

When the crisis hit, we found the road to success over a cup of coffee

It is the kind look and steady hands, that are sometimes raised to underline an important point, that you first notice. Many paramount things have taken place at DILLING’s dye house where dye master, Birthe Jensen, in a couple of years can celebrate her 40th anniversary. She stopped keeping track of how many kilometres of wool and cotton that have been through her hands a while back, but it is quite a lot and that is also one of the pivotal milestones in the story about DILLING. You see, back in 1985, Birthe developed a severe allergy that affected her respiratory passages.

“I became allergic to the formaldehyde that we used in the dyeing process. On a personal level, it knocked me out completely, because it meant that I had to resign from my job to keep from becoming even more sick. Then I realised; if I became sick from the dyes then our customers could get sick as well. Luckily, my former CEO, Villy Bertelsen, had come to that very same realisation.“

Birthe and Villy made a radical – but also expensive – decision that they would no longer use heavy metals in the dyeing process. This meant the world to Birthe and made a profound difference to the health of the customers, and to the environment. However, it was more expensive to use natural dyes - and some colours, for example turquoise, could not be made at all. All of this took place at a time with an increased focus on environment and health, but, at the same time, also an increased demand for cheaper underwear.

“It was, at that time, and now, incredibly inspirational to work with the quality standards that Villy Bertelsen, and now his son, Morten Dilling, demands. The first years were tough, and we were also close to closing down the company several times, but today, I realise that that courage has become our success. We’re one of only two remaining dye houses in Denmark. All others moved their dyeing operations to Eastern Europe or the Far East many years ago” Birthe recounts.

To swim against the tide with success in defining moments has defined Birthe’s career. It has also been noticed by several competitors who have tried to offer her a job in several sittings, but she has never felt tempted. She has always had the freedom and responsibility one could dream of.

“At one point, the company was in a very bad place, but then, Villy and I sat down over a cup of coffee and decided that we wanted to produce underwear without the use of harmful chemicals, even though no one was asking for it at the time. I suggested to start working with enzymes to soften the wool. It took many attempts before we found the right formula, but we always had the support from the management despite that fact that it affected the bottom line negatively. Today, it is one of the fundamentals of our success with DILLING.”