“For me fashion and particularly denim is about feeling and looking good without trying too hard. STRÖM is about the right attitude, understated and streamlined, to enhance your own style – it’s personal and contemporary, yet timeless.”
This is how ex-model turned designer, Erika Strömqvist, creator and designer of Swedish brand STRÖM defines her brand. And she couldn’t have chosen any better words. Her jeans are exactly that. Not overly fashion, but super on trend with an attitude like let me live and enjoy my life and feel comfortable in my denim. Erika Strömqvist’s S/S ’15 collection features not only jeans, but a whole lifestyle wardrobe, denim shirts, denim tops, shorts and overalls.
In my opinion, best of all is that her jeans not once lose the feel and texture of “real” denim. There is stretch in a moderate quantity, the jeans are extremely form fitting, but they are not rubbery stretchy “twill-like” jeans. STRÖM is giving us a lot of different options in selvedge denim which is pre-treated and therefore, super soft and smooth.
You can find all the denim from their new collection online.