Billionaire Anders Holch Povslen believed in giving his children a modest upbringing, according to a profile of the father who lost three children in the S ri Lanka Easter massacre.
The Danish fashion tycoon and landowner, who owns 11 castles and vast swathes of Scotland, reportedly sent his children to state school despite is wealth.
Denmark's richest man can often be spotted driving his "battered" old Volkswagen, which he prefers over the luxury cars he could have bought with his fortune, the Mail Online reports.
A picture of a loving father who raised his family with down-to-earth, environmentally-friendly values despite his soaring wealth is emerging the day after the ASOS billionaire learnt his children were among the at least 290 people killed in the attacks.
At least 500 more people were wounded in the blasts that ripped through Sri Lanka in six almost simultaneous suicide bombings that targeted churches and hotels over Easter.
Anders Holch Povlsen revealed plans for children before three killed in Sri Lanka
Mr Povslen is the biggest stakeholder in online fashion giant ASOS, and he also owns the Bestseller clothing chain.
He was visiting Sri Lanka on holiday with his partner and four children and it is understood the siblings were killed in one of the hotel bombings.
Just days before the tragedy, Mr Povslen revealed his plans to give his Scottish estates to his four children.
The six blasts hit St Anthony's Shrine in the country's capital Colombo, as well as the Cinnamon Grand, Shangri-La and Kingsbury hotels in the city, and at two more churches outside Colombo.
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Denmark has confirmed three of its nationals died in the attacks carried out by suicide bombers.
The Sri Lankan government today blamed little-known Islamic extremist group National Thowheed Jamath for carrying out the massacres, and said it would be seeking support from outside countries, saying the plot involved an international network.
Its Ministers also admitted there were several attempts by "friendly country" to alert the Sri Lankan authorities to the prospect of Easter weekend terror attacks, that it failed to act on.
The Povslen children's tragic deaths were confirmed this morning by an ASOS spokesman - however it has not been confirmed which three of the couple's children died.
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Three days before the attacks, Mr Povlsen's daughter Alma shared a family holiday photo of her siblings Astrid, Agnes and Alfred - calling them "three little bears" - in front of a swimming pool lined by palm trees.
All four of the children share names beginning with 'A'.
Scandivanian Povlsen, who inherited his father's fashion empire Bestseller, reportedly lives with partner Anne Storm Pederson at Constantinsborg, a former royal palace near Aarhus, east Denmark.
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He fell in love with the Scottish Highlands when he visited as a young boy in the 1980s, and for more than a decade he has been snapping up vast swathes of the landscape.
The Mail Online reports the couple sent their four children to state schools.
The wealthy couple own a multi-million-pound property portfolio in sites of 220,000 acres across Sutherland and the Grampian mountains - about one per cent of Scotland's land.
Anders Holch Povlsen's daughter shares photo of siblings before Sri Lanka attack
The family divides their time between their Danish former palace and a property at 42,000-acre Glenfeshie in the Cairngorms, which Mr Povslen acquired for £7.9million in 2006.
The Scottish estates are at the heart of the couple's ambitious reforestation project focused on returning their land to its natural state in a 200-year vision.
Mr Povslen has spoken of his passion for "re-wilding" - in which landowners allow the natural environment and native animals to reclaim the land - which reportedly involves planting millions of trees and culling the swelling deer population.
In an open letter, he and his partner wrote of their plan to leave their Scottish estates and re-wilding project to their children after they died.
The couple wrote of having a "deep connection" with Scotland's "magnificent landscapes," and said their lifelong commitment was to preserve the land for the Scottish people, not only their own family.
