There are so many denim labels around these days that getting press coverage for a new brand can prove to be a difficult business. Noko Jeans however have had no such problem, the launch of their first two pairs of jeans has been reported everywhere from the New York Times to The Guardian and a quick look at Google News shows over 500 references to the brand in the last 7 days.
The reason behind all this interest is the jeans are made in that fashion hot-spot of North Korea. Noko Jeans is the brainchild of a group of young Swedish entrepreneurs who had a desire to learn more about the famously secretive country. Their first run features two styles – slim fit and loose fit, available only in black because in North Korea blue jeans have negative associations with the United States.
The jeans were due to go on sale yesterday (Dec 5th) at the PUB department store in Stockholm but the management had a change of heart at the last minute and decided that their store was not the place for “for this kind of political discussion.” The moral of this story seems to be that if you want to generate lots of column inches for your jeans get them manufacturered under an oppressive political regime, but then don’t be suprised if some people are little reticent to actually buy them.