ANTI SWEDEN Jeans

ANTI SWEDEN is the brainchild of Norwegian based design agency ANTI. They recently launched their first unisex jeans, remarkable for its graphic details. The same dark and disturbing graphic attitude can also be seen in the attention-grabbing images exhibiting the brand identity. Here’s a short Q&A with them devils:

How and why did you start Anti Sweden?

We started Anti Sweden as a tribute to the Norwegian Black Metal Scene, and to create a brand that challenged our neighbors in Sweden´s domination of Scandinavian jeans. Using our skills as designers and having worked with apparel brands before, we wanted to create something different than the normal apparel brands.

What’s in the name?

The name was chosen because it is defining us as an anti established brand and a tongue in cheek towards the Swedish lifestyle brands known from Sweden as Acne and Cheap Monday.

Tell us about the collection

We do limited editions, not regular apparel collections, we have one unisex model called 666 where we have worked together with San Diego based illustrator Justin Bartlett, we are coming up with a girl’s model and a t-shirt collection and also looking into some jewelry. We are also currently working with artists to do our next limited edition; it will all be inspired by black metal culture in a fashion context.

What lies in the future for Anti Sweden?

To do exclusive co-works with people who are inspired by the aesthetics of darkness. To produce limited editions that allows us to keep our signature and don´t adapt to the mainstream culture.

What makes you different from other jeans brands?

All the above, we have a strong history founded on the cult scene originated from Norway. If jeans are to be rebellious again we will make it happen

More images after the jump