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This week’s Designer Q & A is with Oskar Olsson (above left) who along with his brother Anton (above right) is the founder and designer of Swedish denim brand Denim Demon.

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

Jeans are timeless, have a long lifetime and only gets more and more beautiful. What else, apart from maybe leather, gets better and better the more you use it? Other materials only gets uglier and uglier as time pass and the more you wash it, denim doesn’t. It’s as easy as that.

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

As Levi’s and Lee use their history to produce their vintage pieces, we use ours. We heritage from the Sami culture, one of the world’s indigenous peoples, therefore we add details from that. For example we have Sarves, a limited edition piece in 15,5 oz unsanforized and unsigned denim with embossed reindeer antlers in the button, a selvage with colors from the flag of the county of Jämtland together with a leather patch with Sami artwork and text in South Sami language. One of the things Sami people make their living out of is handicraft: knifes, clothes, shoes and bracelets amongst many other things. So one thing we share with them is the love of handicraft and details. We aren’t just another denim label, we have an actual story to tell.