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Let’s face it. There’s denim… and there’s good denim.
Denim Demon was started by two Swedish brothers, Anton and Oskar Olsson, and has been around since 1999. And to be honest, they probably has the most unusual way to get that unique, worn-in look people truly want in denim.
This project (Project Ware Outs) is all about taking a step forward in washes – we have sent our forthcoming collection on a tour to the Lappish part of Sweden. The purpose and goal is to obtain authentic wear outs, by authentic people. We gave seven pair of jeans to seven different Samis. The aim is to give the denim pants it’s own history and 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.
That’s right. They give their pants to Swedish farmers who in turn wear the jeans, to get that worn out look for you. Unique to say the least.
Prices range from $110 to $210: [ Denim Demon Jeans ] [ Cry Wolf NY ]
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1 Response to Denim Demon Jeans
Denim Demon Jeans | remove the labels | Gadgets and Life
September 29th, 2009 at 1:58 pm
[...] Excerpt from: Denim Demon Jeans | remove the labels | Gadgets and Life [...]