Denim Demon Jeans

Denim demon is a Swedish denim brand launched in august 2007 by Brothers Oskar and Anton Olsson. They are true denim maniacs: “To us jeans means so much more than just an easy way making a fast buck. To us, jeans equal passion, love and inspiration. Our mission is to protect and to nurse the blue jeans heritage, and that heritage will always be reflected in a pair of Denim Demon jeans”.

Their dedication and originality is beyond doubt great; in their quest for finding new washes for their jeans they came up with ‘Project Ware Outs’. Providing seven pairs of jeans to seven different Samis (rural Scandinavian tribesmen), in order for them to create an authentic wear out. The Samis will wear the pants for six months without washing them, which will result in new denim washes for the forthcoming collection.

Learn all about the wearing process at their blog.

Available at select denim retailers, and online.

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