Wednesday, October 1, 2008

Denim Demon project

Denim Demon started an outstanding project in the Northern part of Scandinavia. Oskar and Anton had this brilliant idea to get inspired on new washes and finishes for their premium denim label. They decided to use their Sami (worker) heritage in order to discover the true core of their Swedish denim. After a road trip of nearly 3300 kilometers they dropped off some of their Denim Demon jeans at different spots around Scandinavia. They gave the proud Sami owners one single mission: wear these pants as long as you can - while working in the open air. After a few months the first stunning results followed. To be continued!!

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