ARKK Copenhagen translated its website into German while protecting its signature style
About ARKK Copenhagen
ARKK Copenhagen is a Nordic running shoe brand inspired by minimalist Scandinavian architecture and lifestyle. The company was founded in 2014 by friends Kasper Høj Rasmussen and Thomas Refdahl, who shared a passion for architecture, design, and fashion. Unable to find a sneaker brand that expressed the essence of Scandinavian streetwear, they decided to create their own.
Since then, ARKK Copenhagen has grown quickly. The brand releases four collections a year, sells in more than 37 countries, and operates a concept store in Nørrebro, Copenhagen.
The brief
ARKK Copenhagen needed to translate its entire website from English into German. The project involved a large volume of content and a short deadline.
Web Manager Nikolaj Brøndum contacted us with a clear requirement: the German version had to preserve ARKK Copenhagen’s voice as a lifestyle brand rooted in minimalist, design-driven aesthetics. The translation needed to be accurate, stylish, and aligned with the brand’s distinctive tone.
Our approach
To ensure the translated website reflected the original voice, we proposed a setup that blended creative translation with expert copywriting.
Project setup
After discussing the brand’s style, tone, and terminology with Nikolaj, we agreed on a two-stage process:
- translation by an experienced English-German translator specialising in creative content
- review by a trained copywriter familiar with lifestyle and fashion communication
Because tone was crucial, we recommended starting with a test translation. This allowed ARKK Copenhagen to confirm that the translator’s style matched their expectations before the full project began.
Our experience working with similar lifestyle and fashion brands, including large e-commerce players, helped reassure the ARKK team that we could meet their stylistic requirements.
Translation workflow
Once the test piece was approved, we moved into full production. The translator focused on accuracy and nuance, ensuring the meaning carried across without sounding literal. The copywriter then refined the text to ensure it resonated naturally in German while staying faithful to ARKK’s brand identity.
This two-step approach protected the tone that makes ARKK’s communication unique.
The outcome
Nikolaj Brøndum shared his impressions of the collaboration:
“From the very beginning, AdHoc Translations was extremely proactive, and I got the sense that this was not ‘just another job’ that had to get done. AdHoc Translations showed real interest in finding the exact ‘tone’ of our English texts to make sure it was not lost in the translation.”
We appreciate the feedback, Nikolaj.
