The new generation of lifestyle pioneers
H12 is a privately owned business development and investment company. We specialise in consumer and lifestyle sectors, with focus on building authentic brands with a strong purpose.
H12 was established in 2012 by Daniel Brix Hesselager. Today the company owns and operates various lifestyle, design and service- companies as well as commercial properties. The foundation of its activities was created by the success of the outdoor fashion and lifestyle brand Rains, in which H12 is the majority stakeholder.
Rains is a lifestyle brand originated from a modern interception of the classic rubber- raincoat. Today the brand has evolved into an international lifestyle retailer with multiple strong categories across outerwear, accessories and design items.
Alis is a highly authentic streetwear brand, founded in the Freetown of Christiania, Copenhagen in 1995. Today the brand is evolving into a youth- driven lifestyle universe embracing creativity, diversity and exploration.
Pedestal is an interior design brand, grown from modern life with screens and televisions. By introducing a new functionality of making flatscreens elegantly movable and flexible, Pedestal has achieved a unique position as category pioneer.
Latest news
ALIS Flagship Store
The ALIS comback continues as we are now ready to present our new Copenhagen store, located in the heart of Copenhagen, Denmark. The new retail space intend to serve as a creative hub and brand touch point, and will once again offer ALIS a physical link to the city that was integral to its evolution.
Explore ALIS storeForever
To look back is to learn. To look ahead is to dream. Today is to experience. The story of our intimate Autumn—Winter 2025 show. Dedicated to lasting resilience and relentless creativity. Brought to life in our new headquarters.
Explore the show
RAINS Headquarters
Five years in the making. A mass of glass, steel, concrete, and Nordic pine, created in collaboration with architecture firm, Sleth. A spaceship of focus perched on the hills surrounding Denmark’s second largest city. Rains’ headquarters is a reflection of both its history and ambition. Seats still to be filled, icons to be created. Very soon, it will become the location for Rains’ tenth runway show.
Explore Rains Forever
MATTER and SHAPE
MATTER and SHAPE (2025) powered by Pedestal. From March 7th to 10th, Pedestal attended MATTER and SHAPE (2025) as a partner, furnishing the design salon with TV stands and Power products - providing power to all visitors including all exhibitors.
Explore MATTER and SHAPE
ALIS Runway AW25
This new era celebrates a rich cultural heritage while boldly stepping into a zeitgeist where social connection and true craftsmanship drive value. Rooted in authenticity, this Copenhagen streetwear staple is now ready to make its mark on the world.
Explore Comeback Culture