As a result, thirsty Swedes drive over the border to buy booze, where they are perceived as lightweights who can’t cope with strong Danish lager and fall over after two beers.
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But just how – and why – did we fall in love with the far north?
After all, cast your mind back to 2002, when Sven-Göran Eriksson took up the post of England manager and the ensuing chorus of tabloid dismay was deafening as a Trondheim landslide.
The Danish queen of fashion, Malene Birger, has been dressing the likes of Kylie Minogue, Cheryl Cole, Claudia Schiffer and Kate Hudson for years.
Danish shoemaker Ecco includes Morgan Freeman and Bruce Willis among its customers, and Ben Affleck’s six-year-old daughter, Violet, was recently snapped in a pair of Ecco adventure shoes.
The cost of childcare is strictly capped and the nuclear family is seen as crucially important.