TEXT: SAM SWEETMAN
PHOTO: SEBASTIAN THORSTED
MOTION: TWOMUCH STUDIO
TEDY™ is a limited-edition version of the original TEDDY™ sofa. What makes it different: a "dupe-orange" cover, a purposely misspelled name, a custom label, and listings on low-cost marketplaces at a very special price.
Think of it as our trojan horse. We deliberately created it to sit on sale alongside the knockoffs on the same marketplaces the copies come from: Temu, Etsy and dupe.com.
But this was never about selling out the limited range of sofas. The Iconic Dupe campaign was created to showcase the original and make a case for why it's worth investing in.
Because the real price of dupes isn’t being talked about.
The dupe industry is huge, estimated to be worth $1.79 trillion by 2030, but the real price isn't always visible – where the products are made, the working conditions, the materials used, the health and safety risks, and the environmental impact.
Cheap usually means someone or something else is paying the price.
We understand why people choose to go for a dupe. The original isn't affordable for everyone. But it's worth thinking about what you're actually buying.
When a product costs a fraction of the original, that difference has to come from somewhere: shortcuts in materials, corners cut in production, poor working conditions, and weak or zero health and safety standards.
This usually results in poor-quality furniture that isn't comfortable, isn’t safe, and is destined for a landfill within a year or two.
Quality doesn't show up in a product image. It shows up when you actually have to live with it. A dupe can copy a look, but it can't copy what goes into an original.
All of our products are made-to-order in factories in Europe and the United States that meet certified health and safety standards.
Every TEDDY™ is hand-sewn and hand-assembled to order, giving every sofa the same attention to detail from beginning to end.
All sofas and accessories are available in a wide range of modular sizes and customisable colours to offer flexibility and longevity.
The fabric is tested to 35,000 Martindale for durability and OEKO-TEX® certified to be free from harmful substances, and our high-resilience foam is OEKO-TEX® and CertiPUR® certified for health, safety, and long-term durability.
Then there's the service design itself, where you get a friendly customer support team that is reachable by phone, email or chat five days a week, plus showrooms and a Friends of OMHU™ network where you can sit on the real thing before you commit to it.
All of this is backed by a trusted Copenhagen-based company that's 100% committed, both today and long-term.
We're not trying to make anyone feel bad about buying a dupe. We're simply asking people to consider what they’re actually paying for, and why it’s worth investing in the original.
There are a lot of sofas out there trying to be us. There's only one original TEDDY™ sofa.
Go to iconicdupe.com to view the campaign or contact our customer service team if you have any questions.
