I wanted to share a story with you that has been close to my heart lately.

As many of you know, Boë is a Danish brand, but my roots go even deeper into the North. I was raised in Greenland until the age of nine. A place of immense beauty and literal isolation.
My father was responsible for the Eastern and Southwestern regions of Greenland, which included collaborating with the American military bases on Greenland. Some of my most cherished childhood memories are the days he took me out of school to join him on his visits. We would sail for days, fly over the vast ice cap, or be whisked away in V8-vehicles by American officers.

I can still see it clearly: the calm, deep voices of the American officers and the heavy, chunky class rings they wore. As a child I, even then, was more into clean designlines and I wondered why such masculine men wore such jewelry and I was fascinated by the cultural differences.
I also remember the indoor sports facilities on the bases that was incomparable to any facility on Greenland at that time, the taste of fresh salad and fruit—a (very) rare luxury flown in, while we, that lived in the villages or small cities on Greenland, were otherwise stocked with frozen provisions for nine months of the year, when we lived in the Eastern Greenland.

- Me in front of our house with the beautiful Greenlandic nature in the background

 

Since my childhood and since the end of the Cold War, USA has reduced it’s presence from 15000 military personal to now 150 and only one military base - for various reasons - but the treaty that gives USA the full access to every kind of military activity and presence remains; nothing has changed since then!
America has always felt like a dear friend.


Later in life, as a student traveling alone in Southern Europe, it was an American military doctor who saved my life during a medical emergency. I am forever grateful for his kindness. Our closest family friend is an American, living in NYC. For me, the bond between our countries, the Kingdom of Denmark, that Greenland is a part of, and the USA isn't just political—it’s personal.


Navigating New Challenges

The world is changing, and as a founder, I feel a responsibility to be transparent with you. With the introduction of new tariffs and shifting trade agreements, doing business across borders from EU to USA has become more complex.
While every nation has the right to prioritize its citizens, I believe we are at our best when we look outward, not just inward. At Boë, we have spent the last six months establishing a new US-based entity. This ensures we can serve our American customers better and faster, despite the hurdles.

Most importantly, despite the tariffs, we have chosen to keep our prices the same. We believe in loyalty, and we want to stand by you.

- My brother and I with some local kids

 

A Message of Unity

It heartens me to remember that for 80 years, Denmark and the US have been the strongest of allies. From World War II to recent global efforts, we have worked together to bring peace, freedom and prosperity.
It is because of this long history of friendship that recent rhetoric regarding Greenland feels so personal. Greenland and Denmark has always welcomed the US presence. To see that relationship strained by arguments that feel far from the facts is difficult for those of us who know the truth of the land, its history and what really governs the relationship.


- My brother and I in Greenland


Our Commitment to You

At the end of the day, my goal for Boë is simple:

  • We want you to feel good.
  • We want your skincare to provide a moment of calm, comfort, and care.
  • We want to contribute to a world that is beautiful, peaceful, and united.
  • We are all here on this precious planet together.
To our American customers who have stayed so patiently loyal over these last six months: a deep felt thank you. You are a vital part of our community.

Wishing you a 2026 blessed with kindness and peace.

Warmly,

Lars Boe Jarvad

Founder, Boë

- My father and a Swedish friend he made while living in Greenland


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