Hay was founded in 2002 to promote Danish design. Rather than sticking closely to the style of the country's former masters of design, Hay reinvents their work in a more contemporary context. The brand revisits the classical forms of Nordic design in a more contemporary context. Hay boasts user-friendly, aesthetic and functional designs. It draws from three main sources of inspiration: art, architecture and fashion. The producer pays particular attention to its environment and is inspired by contemporary culture.