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This week’s Designer Q & A is with Alexander Graah, Founder of Dr Denim Jeans of Sweden.

1) Why do you think after 200 years jeans are still one of the most popular items of clothing?

    Firstly, casual clothing has become increasingly accepted in a lot of social settings, which of course has to do with the entry of designer jeans in the 80s. Since there’s continuous R&D going into denim production, there is constant evolution and an ever increasing variety of things you can do with denim – more so than on any other type of fabric. This keeps denim interesting and sets it apart from other types of fabrics.

2) Last time I counted there were over 50 brands of premium denim jeans, what makes your jeans stand out from the rest?

    Quirky Scandinavian design at value-for-money pricing available only at selected high-end retailers. That’s quite unique.

3) Who do you imagine is a typical customer?

    We make jeans that we like and that we hope others like as well. We keep things very down-to-earth, and I believe that’s a strong reason why our jeans appeal to a variety of people who have one thing in common: they know a good pair of jeans when they see them.