My boyfriend Søren and I have both been working as freelancers for years, and our backgrounds are in fashion. I was a lifestyle and fashion writer for several international newspapers and magazines, while Søren has been running a successful street style blog called The Locals for eight years. We were lucky because that made it possible for us to travel together a lot. Twice a year we were attending the big fashion weeks, visiting Berlin, Stockholm, Copenhagen, New York, London, Milan and Paris. We realized that we had an eye for cool places and started collecting travel tips. As our friends and readers realized how much we were on the road, they started asking us our recommendations. And since we had always planned to work together on a bigger project outside of the fashion world, we decided to start 12hrs. I’d like to say we had a glamorous launch, but sadly not — it was just the push of a button while sitting at our kitchen table, after one long year of work leading up to it. And if I remember correctly, we were actually wearing our pajamas.
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