They prioritize function over aesthetics, and always start from a place of craftsmanship and manufacturing, working with steel in their industrial workshop.
But don't call what they do "design." They pride themselves on their practical, no-nonsense approach to creating products. As Kasper Egelund, CEO and the grandson of VIPP founder Holger Nielsen, puts it: "We produce tools, not design. We don't like the word 'design.'"