Sticks’n’Sushi and People Like Us: It’s time to bring social action to the table

The danish socio-innovative microbrewery People Like Us and Sticks’n’Sushi, are happy to announce an alternative collaboration: Wise Monkeys – a fresh pilsner with shiso, developed specifically for Sticks’n’Sushi’s Japanese cuisine – is not only meant to satisfy the taste buds. This beer is also an example on how it doesn’t have to be rocket science and overly complicated to take social action and make a difference. 

Wise Monkeys – a pilsner with shiso – is the new People Like Us beer to be found at all Danish Sticks’n’Sushi restaurants.

“What’s buzzing on the Danish upcoming beer scene right now?”

Sticks’n’Sushi are always curious to optimize and develop their product line and were looking for a brewery to brew them a new Beer of the House.

Therefore they were suggested by Mikkeller to contact People Like Us; a meeting that a couple of months later resulted in Wise Monkeys – a brand new pilsner with shiso, a Japanse herb with a fresh lemon taste.

Besides brewing a good product for a company selling good products, this beer also came to be an example on new ways of taking social action.

Social responsibility is not just for NGO’s

People Like Us is run and developed by people from socially marginalized groups on a mission to brew great beer, create a lot of jobs for people outside the labour market, and to challenge the societal preconceptions of normality and communities.

Sticks’n’Sushi are born out of the joy of seeing how a small idea and a clear culture can engage and feed more and more people, and how different nationalities can stand side by side and enrich each other.

So even though our products are different, our visions are alike: We believe in high quality products and in the asset of embracing cultural and human diversity.

Founder and Owner of People Like Us, Lars Carlsen, says:

“I associate Sticks’n’Sushi with quality and development. That’s why we’re very proud to work together with people of that league. It’s not often that small businesses get the opportunity to work together with great and solid brands, such as in our case with Sticks’n’Sushi. And that’s a shame. Because it is when larger brands dare to go untraditional ways that new kinds of collaborations and ways of approaching business can develop. Social responsibility is not just for NGO’s or small human-centered businesses. It should be common sense to every single business”

Combining products and social engagement

CEO at Sticks’n’Sushi, Kim Rahbek, is happy about the opportunity and express:

“The beer and the thought behind the production is well in line with our internal aims. We have connected more than 35 different nationalities and religions. We have colleagues who either have had a hard time getting a job, or who in one way or another have had a hard time in life. That’s why we’re proud of cooperating with People Like Us on combining a beer with good thoughts behind the label, with a Japanese input – our food – and even with a social engagement.”

The Wise Monkeys beer can be found on all Sticks’n’Sushi restaurants in Denmark.

Challenging discourses: Meet Simon, our Identity Developer.

Meet Simon. Simon works as an Identity Developer at People Like Us. He has come up with the names and stories behind our different beers, including our most recent one; Emperor’s Blue Clothes. This is Simon’s reflections upon the work process surrounding Emperor’s Blue Clothes and working at People Like Us in its entirety.

“’But he hasn’t got anything on’, a little child said.” 



[Simon.   By Yondoloki]

At People Like Us, we’ve been rereading the 181 years old fairytale by the national poet of Denmark, Hans Christian Andersen. Just like the odd child in the crowd, we too find it important to speak out when the actions of the masses don’t make sense. Hopefully you’ll enjoy our inebriating take on the old tale, which is, by the way, just as unfiltered as the non-compliant child.


Every aspect of the creation of the beer and the campaign surrounding it has involved Autistic people in some way. While many other projects catering to Autistics tend to focus exclusively on our logical abilities, People Like Us puts an emphasis on Autistic creativity. While often overlooked or undervalued, it possesses a highly considerable potential, and it is too important to be thrown away.

Sadly, that happens way too often.

Autistics are perceived as “lacking” the filter preventing us from calling the emperor’s bluff, and focus is put on installing that divine filter that we, according to dominant discourse, desperately need.
We are using creative development as a road for Autistic people to enter the labour market. While viewed as symptoms elsewhere, we see the potential of the special interests central to the Autistic neurotype.
We are boosting the skills of our Autistic employees while also trying to broaden what is considered skills in a capitalist society.

A creative platform also helps Autistics break free of the narrow and arbitrary roles and norms we are often subjected to. It gives an opportunity to perform Autistic traits in a positive and productive way.

It is a platform to challenge the perception of Autistics as disordered.

It is a platform for us to #unfiltertheworld.

One reason to reread “The Emperor’s New Clothes”, “The Ugly Duckling” et cetera, is the many clues hinting at a naked truth of Hans Christian Andersen being of Autistic feathers himself.
The fairytales created an enchanted forest, an escape when the “real” world didn’t and doesn’t make sense. They were a platform for Andersen to speak out against the meaninglessness long before the concept of autism was first introduced.

“But he hasn’t got anything on!”, the whole town cried out at last.


While that particular emperor is buried somewhere we don’t know, his naked legacy still exists today. Maybe he was brought down. But many emperors still remain. While they try to dress themselves with pathos, pseudoscience and blue lights while walking through town, it is still transparent to us.


The general ignorance is puzzling, but it is important not to focus on this one.

My goal with my work is to reclaim being Autistic. To revolutionise through beer and creativity. To create a world where Autistics too can live happily ever after.


/ Simon.

autist / artist – insights by the collab poster illustrator Yondoloki

A part of the #UnfilterTheWorld campaign is to raise awareness about an ( often overlooked) link between autism and creativity, and how it can be an asset for the society as a whole if we stop constantly forcing people through the same filter of “normality” and embrace the differences that make us unique. 

This blogpost is by the illustrator of the People Like Us + BrewDog collab beer launch Posters, who tells about how she’s using art a way to challenge both herself and the surrounding world on emotions, prejudices and humor through comics.

Hi! My name is Signe Sønderhousen, also known online as Yondoloki. 

I’m a 26 years old female artistic autist with a passion for drawing and storytelling.

All my life I have been a fan of books, animated film and many other media, as long as there was a story present. Looking back, I think stories have helped me navigate in an otherwise chaotic world, giving me guidelines and rules and different settings that could be explored in safety through the screen or pages of a book.

I quickly started dreaming about becoming a writer, since books seemed to be the way to go. It was first later I realised it was much easier for me to tell a story through images than text, and I decided to make comics.

the experience of being overloaded

I have a great memory when it comes to images and film. I can recall a handful of animated films’ dialogue, and play them through my head. I can pull out angles and shots from memory, or combine them mentally, making visual art easy for me.

Even though it took me a while to figure out that drawing is a viable way of living I have always drawn as far back as I remember. My art is an extention of me. A friend once told me I don’t just draw, I draw my emotions, and that is very true. Drawing to me is a way to communicate what I feel and think, since I’m not very good at talking about my feelings. It is my way of dealing with life. Honestly, if I go too long without drawing I can feel my mind fogging up and getting tangled like a ball of yarn. I NEED to draw, it’s not an option not to.


What inspires me?

I tend to make characters that impersonate or represent different sides of my self or my special interests. It can be Roleplaying characters or strips about Aikido, a Japanese martial art, I used to practice. But it can also be comic strips or drawings about everyday life, the up’s and down’s and how I experience the world. 


Comics about the everyday life of my boyfriend and I – a quirky insight into autism

Both my boyfriend and I are autistic and the comics showing our common lifes are an open invitation for the readers to experience every day life, quirky situations, our way of communicating, showing affection and so on. Because that’s us – unfiltered and authentic.

The Changeling’s Sister – my recent project

I have now been working on a comic for two years, “The Changeling’s Sister”.

It’s a story about seeing that something’s not right, and how much it takes to dare to speak out, take care of yourself, mark boundaries, figure out who you are – instead of letting other people’s expectations of who you are or ought to be constrain or define you – and about taking action, even though it seems scary.

– Taking Emperor’s New Clothes – the fairytale connected to the People Like Us + BrewDog collab beer – into account, you can say that my main character contains both the insecurity and the fear of not fitting in or being right represented by the Emperor, and it contains the directness and the courage of the young boy on the shoulders of his father, who dares to challenge “the emperor in blue”.

(You can see examples of the comic HERE and HERE)

#UnfilterTheWorld – how?

My drawings and illustrations are the filter I see the world through, but it is also my own lack of filter that makes me pick up on everything, seeing and perceiving what other’s might not.

It takes courage to unfilter yourself. But showing your unfiltered sides is the best way to encourage others to do so as well. Unfiltering is about opening up for the unknown impressions. But that’s also from where creativity, curiosity and innovation often arises. And that’s where sensoric sensitivity and the autistic “lack of filter” becomes an advantage.

That’s why I think it is a great oppotunity to be asked by People Like Us to do the People Like Us + BrewDog collab beer release Posters, you might already have seen around on different U.K BrewDog bars and online on Social Media. (It could be awesome to see a picture of you together with the poster by the way!)

I hope for my story and my illustrations to be able to inspire more people to #unfiltertheworld and for more companies not just to see creativity as a hobby, but to see the potential in autistic creativity as a tool for innovation and communication.

How do you try to #unfiltertheworld? Share it with us and the rest of the world through the #UnfilterTheWorld hashtag and tag People Like Us, BrewDog and me in your post.

Curious to see more of my art? 

My art profile on deviant art:

my twitter:

Want to buy some of my art, interested in booking me for exhibitions, talks or other things? Write me an email on:




Why “Emperor’s Blue Clothes”?

PEOPLE LIKE US and BREWDOG are simultaneously launching their new collab beer “Emperor’s Blue Clothes” on Wednesday, March 7th. on all U.K BrewDog bars and on Brewers Inc. in Copenhagen, Denmark.

–  But why is the beer called “Emperor’s Blue Clothes? You’ll figure out here.

Introductory note: The name of the beer is a collaborate decision between BrewDog’s Creative Director and the Identity Developer of People Like Us – both named Simon. You’ll meet (People Like Us) Simon in a later post, where he will explain about how he’s trying to #unfiltertheworld through the beer names developed, and through using the written and oral language to challenge societal preconceptions and discourses. So more about that later on. 

What’s up with the “Blue”?

The “Blue” refers to one of the very refreshing elements of the beer: Loads of fresh blueberries turning this Blueberry Hefeweizen very fruity and yummy.
– But blue is also a color associated with autism, especially used for the autism awareness month.

The H.C Andersen reference:

“Emperor’s Blue Clothes” is a reference to the fairytale “The Emperor’s New Clothes” by the danish writer H.C. Andersen.

H.C. Andersen is believed to have been autistic, and his fairytales often embed some sort of societal criticism (telling about bullying, human deception, prejudices, being the minority, and about not fitting in). He – along with many other artists – sadly never experienced being fully acknowledged for his artistry, his craftsmanship and his talent, before he were no longer here. 

Social stigma and lack of appreciation of artistic contributions to society is still a recurrent tendency today. But in many cases, creativity is actually a rewardable trait when it comes to societal and business-oriented development and renewal: A statement we will bring you inside updates and examples on during this week, and which we hope you will share your own (either personal or business-oriented) examples on, using #unfiltertheworld in your posts or comments on Social Media.

The fairy tale – short edt:

The Emperor’s new clothes is a story about an (rather insecure) Emperor who wants some new royal robes to expose his wealth and prestige. He therefore send for the best tailors in the Kingdom to make him a new royal robe. But these two tailors are fraudsters. So they make absolutely nothing and tells the Emperor that this robe is made out of a very special fabric that only can be seen by wise people who are good for their office. In other words; that the Emperor is stupid and shall not be the Emperor of this Kingdom if he can’t see the robe.  

The Emperor is in despair, because – of course – he doesn’t see any robe. So he plays the game and tells how happy he is for his new robe, and a parade through the town is then arranged by the tailors to show off the Emperor’s new clothes.

The day arises, and the Emperor walks through the entire town – feeling very uncomfortable only wearing underwear, but trying to keep it cool, because no one shall  ever figure out that he can’t see the magic robe and therefore isn’t suitable as Emperor of the Kingdom.
None of the citizens of the town dares to speak out and tell the Emperor the truth, because.. well.. he was the Emperor. Until at some point, the Emperor walks by an old father who carries his son on his shoulders. And the boy asks out loud: “Father, why doesn’t he wear any clothes?”

The moral of the fairytale and a part of our campaign is explained through one of the posters we’ve created: “Dare to challenge the Emperor in Blue”.

This includes the courage and the no-filter to speak out loud, to challenge the existing norms and structures, and not to let yourself be misled by what other people want you to be or believe.
A thing we also do at People Like Us and at BrewDog.

It’s about questioning the existing, if the existing doesn’t work. And that’s where creativity is needed. Like Albert Einstein (who is also thought to have been autistic) said:

“We cannot solve our problems with the same thinking we used when we created them.”.

That’s where the need of creativity, autistic people “with less filter” and the entire #unfiltertheworld campaign is connected to the beer title. We need more unfiltered people and unfiltered ways of thinking and acting to solve some of the problems of today.  And we hope for this beer to help spread that message.


Want to #unfiltertheworld together with BrewDog and People Like Us?

Share your own experiences with the hashtags #unfiltertheworld #socialrevolutionbybeer and #itsgoodforyoutomeetpeoplelikeus , and join us for the release of “Emperor’s Blue Clothes” either in the U.K or in Denmark.

Global Launch event link: 

Danish Launch event link:

Find your local event on your local U.K BrewDog bar’s Facebook Page


The Guardian: The Social Revolution By Beer Is On

Today’s The Guardian are naming People Like Us as one of the most progressive breweries around the world to drive social change!

We are very honored and thankful for such an acknowledgement and for being a part of such an awesome article as “Draft includers: how craft beer found its mission” by Will Hawkes, an article about how the brewing world rocks when is comes to being progressive and taking on social and societal responsibility – go read it here:…/ale-better-how-craft-beer-fou…

So many inspiring and great stories about breweries in the U.K. and the rest of the world, it’s amazing to read about.

The only thing it’s missing in our section is to mention how much of a help and crucial supporter Mikkeller HQ has been from the very beginning and still is, both when it comes to mentoring and to when it comes to outsourcing work to People Like Us .
Without them believing in us and daring to take the first step together with us, we wouldn’t be where we are today. So a huge and grateful thank you is sent in their direction from us!