Established in 1928 with the interest and support of the Danish Royal Family, the Danish Handcraft Guild (※) was founded with the aim of promoting Danish cross-stitch as textile art and supporting those involved in embroidery. Under the efforts of Ms. Gertie Wandel, who served as chairperson from 1943 to 1978, the association developed into a network with its own workshop, provincial branches throughout Denmark, directly managed stores, and craft schools and training facilities. At the end of the 20th century, there were difficult times when the directly managed stores closed and the association and workshop separated, making it challenging for the association to achieve its desired production and sales, but a new structure began in 2026.

Since 1976, Yamanashi Hemslöjd has served as the Japanese branch (general agency) of the Danish Handicraft Guild, officially recognised by Ms. Getty Vandel and the Danish Royal Family and Embassy. We have held exhibitions and fairs throughout Japan with the cooperation and sponsorship of embassies, the Royal Family, and art museums. Under the supervision of Mikiko Yamanashi, we have fulfilled our responsibility of introducing embroidery as a Danish historical and cultural art form through the publication of numerous books. Moving forward, we will continue to cooperate with activities in Denmark, sharing the ideology and traditional values of the Handicraft Guild movement that elevated cross-stitch to “art in everyday life,“ and will promote the preservation of artworks, the succession of techniques, and cultural exchange.

The Danish Handicraft Guild is characterised by its history, which developed as a movement to promote textile art, focusing on women, during the era when decorative arts (Art Deco) shaped modern lifestyles, and its tradition of commitment to universally excellent design and long-lasting quality. For many years, Queen Alexandrine and Queen Ingrid of the Danish Royal Family served as patrons of the Danish Handicraft Guild Association, and Her Majesty Queen Margrethe II has designed the Årets Korssting (an annual calendar embroidery pattern book published by the association) four times, in addition to numerous other embroidery designs.

Furthermore, outstanding designers and artists have supplied the association with numerous excellent embroidery patterns. Among those who made particularly significant contributions in the early days were Gerda Bengtsson, Ida Winkler, and Edith Hansen, all of whom worked full-time on creations and also held training courses. Others include Naja Salto, Måss Stey, Vibeke Orlis, Bjørn Wiinblad, and Ulla Korzø. The Danish Guild of Handicrafts preserves 6,000 patterns, of which approximately 3,000 have been produced as kits.

We hope that Denmark's unique, wonderful designs, along with patterns and materials refined over time, will further ignite your creativity and dreams, and be incorporated into your lives.

Yamanashi Hemslöjd

(※) This is a translation of the official English name of Haandarbejdets Fremme, Danish Handcraft Guild. Since 1976, under official certification from its country of origin, our company has used this official name to respect Danish tradition and promote embroidery as a cultural art. With the spread of the internet, the name "Frem" has become widely used in Japan as if it were a brand name without proper permission for over 15 years, causing confusion in the market and a situation of irresponsible management, which has been taken very seriously in both countries.

From January 2026, production will change to being newly certified by the Danish Guild of Handicraft in our home country. The production source and kit quality differ from products previously distributed under the name "Fremme".

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Danish Crafts Guild Magazine Would you like to subscribe to our publication (published three times a year)?

The journal, which has been published since 1934, is in Danish, but its many illustrations have led to it being subscribed to by embroidery enthusiasts overseas. Håndarbejdets Fremme has also featured frequently. Subscribing allows you to support the activities of the Danish Handcraft Guild.

For those who find international remittance from Japan cumbersome and costly, Yamanashi Hemslojd will act as the application and payment window. The official magazine will be mailed directly to you from Denmark three times a year. To apply, please contact us by phone or visit our Omotesando store.

Annual subscription fee: ¥13,500 (including tax, brokerage fees, and shipping). Not eligible for Friends' Club discount.

Dear Members of the Yamanashi Hemslöjd Friends' Association

Please note that discounts on ‘Tomo no Kai’ (Friends' Association) member benefit 10% off items are not applicable for purchases made on our online store. If you wish to use your ‘Tomo no Kai’ discount, please continue to place your orders directly with us in-store.

We apologise for any inconvenience this may cause, and we appreciate your understanding.

Omotesando Shop: ☎️ 03-3470-3119 📩 yhi.tokyo@gmail.com

* If you would like to join the Friends’ Association, please see the information here.

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Delivery times for bespoke orders

The manufacturer makes the kits by hand, one by one.

All items from the Danish Handicraft Guild are available to order. Please feel free to inquire about items you may have seen in past catalogues. If an item is not in stock at our Omotesando store, it currently takes approximately 3-6 weeks to order from the manufacturer, depending on their availability (as of 2026).

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After purchase, please check the contents of the kit.

When you purchase an embroidery kit, please take the time to check the pattern and materials. Should there be any issues, please contact the retailer within one week.

Due to the nature of the product, we are unable to offer exchanges or returns for a different kit, but we will do our best to accommodate your situation.

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Corporate clients

If your organisation (such as a retail shop or school) is interested in stocking Danish Handcraft Guild embroidery materials, please contact us via email at our office. We will send you the necessary documentation.

Contact: yhi.tokyo@gmail.com

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Request for cooperation

About the Danish Handcraft Guild's kits and designs

Please help protect the copyrights of designs from The Danish Handcraft Guild, which are loved worldwide. The designs and kits from The Danish Handcraft Guild are valuable assets to the Guild and Denmark. Since its founding, the association has been responsible for the copyright and quality control of cross-stitch kit designs, striving to provide high-quality embroidery culture. Therefore, we tend to deal strictly with copyright infringements. For 50 years, Yamanashi Hemslojd has played a role in widely introducing and simultaneously protecting these designs, which are also Danish heritage.

Now that it has become so easy to buy, sell and publish content online, we believe it is more essential than ever to foster a cooperative relationship between the associations responsible for copyright and the preservation of cultural heritage, and the production companies and retailers responsible for ensuring the quality and distribution channels that meet those expectations.

Please note the following:

• Designs from the Danish Handcraft Guild's kits cannot be used for any purpose other than personal use, including publication.
  
• For exhibitions, permission and an exhibition fee are required. Please contact us with the title and number of your work. We will inform you of the necessary details for display, the consent form, and the exhibition fee (which is proportional to the kit price and covers the Danish Handicraft Guild's support costs). Once the consent form is submitted, we will send you authentication. It may be possible to exhibit in public institutions such as schools without charge.
  
• Use or sale for purposes other than private use without permission, or plagiarism and misappropriation of the design, will incur a penalty for violation of international copyright protection agreements. Please refrain from duplicating or copying the design, even for private use. When publishing works on social media etc., please state the official name "Danish Handcraft Guild / Haandarbejdets Fremme (※ Fremme alone cannot be used)", the designer's name, and the product number.