During their ten years in the business, the Sweden-based denim brand Dr. Denim has been at the forefront with their new and progressive denim products. The brand now crowns the career with their own Flagship Stores and a special, very limited, edition of a Swedish-made pair of jeans. Once again, they try to show that it is possible to challenge established truths, just what the company has always been striving to do.
It all started in a small basement just outside of Gothenburg, Sweden. The two brothers Alexander and Johannes got inspired by their grandfathers. One worked his way up in the hard and gritty fishery business and the other one became a successful fashion & clothing entrepreneur, with a background in documentary filming. The two old men inspired the brothers to go astray and devote their lives to adding an extra pinch of awesomeness to the world of denim. Together with their father Morten, they succeeded.
"We’ve always wanted to do what others say can’t be done. And we’ve actually done it many times. Our latest challenge is a Swedish-made edition of our first model Snap. It’s manufactured in Borås just outside of Gothenburg where we have our head quarter", says Alexander Graah, founder and CEO of Dr. Denim.
Snap is a unisex classic and one of the products that really showed the world what Dr. Denim was all about. The new edition is made out of 11,5 oz raw, indigo colored, denim and is kind of a homage to the classic picture of a pair of jeans, but with the slim fit cut that has become kind of the back bone in the brand Dr. Denim.
"We’re really proud to be able to show and sell this product. This is what we’re all about, taking a pair of classic jeans but making them more interesting by manufacturing them here in Sweden, without having to overprice them. This is what we always strive after, to challenge established truths".
But there is more than the Swedish Snap in their full collection; one challenge has been to show the entire collection and not only the safe pieces that retailers often pick out. The solution is Flagship Stores and the company has opened their first in Stockholm and is now looking to open their second in Gothenburg.
They have obviously come a long way from the basement were it all began and it’s clear, it really has been a decade of life and denim.
Music by Kristofer & the harbour heads
Produced by This is Scandinavia