Denim Demon Jeans
Invented by a German it might be but the Swedes know a thing or two about making fine denim that can withstand the elements, The brand in question here is called Denim Demon and I was introduced to them at the menswear tradeshow Jacket Required last month. It all began on 17th December 2006 when they released 286 numbered pieces of jeans. Solo, a chain of retailers in Sweden bought the whole lot and sold out in 2 weeks! The brand itself was launched 13 months later and hasnt looked back since. I have a bit of a soft spot for the Swedes having living there briefly many years ago. The founders Oskar, Anton and Patrik who happen to be brothers and their father Kellake take great pride in this family grown and run business.
The inspiration for their clothes comes from the Sami culture. The Sami's are the largest indegenous culture in Europe with a history dating back 2000 years. Reindeer hearding, handicrafts and handmade clothing are their chief business. As you can imagine the clothes they make have to be able to withstand the elements. The testing of the clothing itself is handled by the family. You can feel the passion in the brand and the people behind it. I for one recommend it fully. Check them out at DenimDemon.Se.
Pics by SchoolBoyCouture.