The story of Pitaya

Read my article from TV Syd here:

It all started with a dream... ❤️

The dream of creating my own clothing brand has been a dream since I was very small. I took the leap on 11 June 2019, when Pitaya was founded. At the time 16 years old.

I started by selling clothes from my room - today we are a strong team of 7 employees.

2 September 2022 we opened our first store at Badstuegade 14, 8000 Aarhus C, a giant leap I am incredibly proud of.

My name is Ida, I am the owner of Pitaya.

I love my customers 🤍

At Pitaya, customers are always our first priority. That is why our customer service is open every weekday and our warehouse ensures that your order is sent no later than the day after you have ordered.
I always want to inspire you as a customer when you visit Pitaya, therefore I still stand behind or in front of the camera myself in all my product photos, so you can see how the clothes fit.

Do you need help? Then you can always contact us at or +45 30 20 82 72

See my latest collection here.


Now there I was, 17 years old with a real business... Where did that come from? I started sending 5-10 packages daily and got my first small warehouse and office where I could send packages from. I still remember it as one of the best times - where I also hired my first employee to help pack and answer customer service inquiries while I was at school every day.


During 2021, I moved my company to larger warehouse premises and got an even bigger warehouse, as well as a bigger office. My small business was growing steadily, had my dream really come true? In 2021 I became a student, my plans for the future were different from my circle of friends - I had to build on my entrepreneurial adventure. The dream of combining my webshop and physical store continued to live.
We had 7 employees and sent over 35,000 pieces of clothing.


The whole year started as a 'bumpy ride', the dark sides of being independent showed themselves in earnest. For the first time, I doubted myself, my business and my entire future. Was it really the right path I had chosen?

I had to learn things the hard way... Now I was at a crossroads and it was all or nothing. Now I had to believe in myself - and believe in my project.

On 2 September I opened my first store at Badstuegade 14, 8000 Århus C, a decision I have NOT regretted for a second.


The dream of combining my clothing adventure with jewelry and accessories became a reality and that was the start of Ida M Studios, which opened on 1 March 2023.