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The Double Happiness Initiative is a movement created by Olsen, in a joint effort with the NGO (Non Governmental Organization) Plan International, in order to support women's textile projects all over the world. 

The idea behind it: Olsen devotes its know-how in terms of design, marketing, logistics, and sales and in return receives great craftsmanship by women, such as beautiful embroideries. The aim is to enable women to lead a self-determined and self-confident life.

Rather a friendly exchange than just a charity project - and a great gain for both sides. Just double happiness.

“We want to empower and support women all over the world”, explains Dorothee Ingwersen, Olsen’s head of communications. Olsen is an international brand with a unique philosophy. The concepts of friendship and emotional strength play a very special role for Olsen. Fashion is perceived as a positive, authentic lifestyle. “And for us it goes without saying that we want to make a contribution to society by sharing our core competence in fashion. By providing manpower and know-how we hope to make a positive and lasting contribution to globalisation.”

The Double Happiness collection 2012 was developed in conjunction with a Plan project in the small village Caamindy, south of Paraguay’s capital Asunción. The women of the village provide for their families by creating high-quality embroideries. Among other arts, they continue to carry on the craftwork known as “Ñandutí, a style of bobbin work. Their embroidery skills are passed on to their daughters.

Up until now the women and their daughters worked for a men's shirt manufacturer as the precious embroidery adorns the traditional shirt of Paraguayan men. Due to a drop in demand for this type of work, Olsen and Plan created a modern collection that takes up the idea of “Ñandutí”.

The Sadhna project is a textile company which helps women from rural areas by providing work, a steady income, and a say in all the company’s decision-making processes. The project enables the women to support their families; it gives them the courage to live their own lives and builds their self-esteem by showing them that they have something valuable to contribute.

In 2010 the women of Sadhna have embroidered a small collection of six pieces, including a beach dress, T-shirts and a bag, all incredibly beautiful and truly unique.   

The ancient character for double happiness, the logo of the collection, stands for two universal qualities: friendship and partnership.

Due to this fact Olsen started “The Double Happiness” project in 2009 in collaboration with rice farmers from the Vietnamese village Van Ly, who designed and produced a small collection.

The Double Happiness Collection 2009 focused on embroidery, a craft which has a long tradition in Vietnam However, despite its rich cultural heritage, embroidery is gradually disappearing from everyday life. Step by step, the rice farmers of Van Ly relearned the art of embroidery from scratch, supported by Olsen and Plan International. With beautiful hand embroidery and much loving care, the women of Van Ly embroidered pieces for the new Olsen collection.