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denim demon
Swedish denim brand Denim Demon was established to fill the perceived lack of love and passion in the denim business by brothers Oskar and Anton Olsson, self-confessed denim addicts.
Their mission – to create a jean for like-minded people, something they themselves would like to wear. The result – jeans produced using some of the best fabric available, with great attention to detail and through an ethical producer who guarantees good working conditions and thought for the environment. Urbania, Italy is the chosen area for Denim Demon jeans production.
In 2006 the brand released the two Denim Demon original models, Aajja (grandma) and Aahka (grandpa) named after their family sami heritage, an indigenous culture.