The fashion industry is heavily dependent on constant revitalization of the design of its products. Fashion products are on the one hand based on local cultural values and on the other hand a global business. Due to the need for new designs, the fashion industry is often associated with urban location and urban buzz. The geography of the industry is, however, more complex. Fashion firms are also located in less-urban areas competing on the same parameters as urban located firms, namely design. Based on a survey of 51 Danish firms in the fashion industry and 9 interviews with representatives of firms in the fashion industry, this paper explores the importance of use of external non-local resources in the design process in the fashion industry and further to what extent the importance of these resources differs between urban and less-urban located firms in Danish fashion industry.