DAY ET was started by Therese Niko Busch, brand director of Danish fashion house Day, Birger et Mikkelsen as an accessories label for the brand.

They began with the iconic Gweneth bag in 2013, which has gone on to be the biggest selling bag in Scandinavia. The following year they expanded the range to a full collection of bags and functional accessories in an abundance of colours, prints, shapes and materials. In 2018, DAY ET became a separate company, with its own design studio in Copenhagen. Their aim remains to create bags for a hectic modern life that are both functional and stylish.