RICE was founded in 1998 - by Philippe and Charlotte (me) - We had lived together in Paris for almost 14 years, and I LOOOOOVVEE Paris, and most things about France.
However... the catalyst for moving to Denmark was the birth of my son Max - 24 years now… When he was 3 weeks old, we packed a very small Renault TWINGO with him and all his gear in, and drove to Denmark, to start our new adventure… The first 7 months we lived in our summerhouse that we had together with good friends on a small island.
When I got pregnant, I suddenly felt a strong urge to bring up my child in Denmark - and I knew if we started out in France I would enroll into the system and never leave…
In my opinion - being a school kid in Paris and in Denmark is totally different… there is a lot of pressure on kids from a very early age to perform, and I didn’t want my kid to be in this… All our friends and local French family thought we were crazy… we gave up two great jobs and a fabulous apartment with a cute courtyard. At the time Philippe was traveling a lot for business - 2 weeks at home and 2 weeks away, either in Africa or the Caribbean - or one of the French overseas departments, or former colonies.
I had started a subsidiary for a Danish clothing company 5 years before - and I looooved the job, but I was a lot on the road, and our lifestyle just didn’t match the arrival of a baby. Our dream was to start a company together, and to somehow travel together at the same time… and not just meeting each other in the doorway. Naively we dreamt of a more quiet lifestyle…
Fast forward - we are entering our 25th year of rice next year… So crazy to think of. It’s been one hell of a ride - and rice is our lifestyle, we live and breathe what we do, and I can’t imagine it any other way.
We have always been about - fun function and color. There are lots of stories to be told about how we went from an idea and became a brand. I might interview myself one of these days 😉