It has been almost 20 years since sexy, skinny, Swedish jeans re-figured (in all senses) the denim market. Now two industry veterans have launched a new denim line, Jeanerica Jeans & Co., that breaks with trend-driven, expensive Scandi hipster jeans conventions, but conforms conceptually to the Nordic values of minimalism and do-gooding.
Jeanerica – a reimagined Stockholm denim brand based on archetypal styles, launched in October. Duo Erna Klewall (photographer Anna Kleberg and model turned artist Erika Wall) have shot the first campaign with no stylist and documented local various personalities.
Jeanerica founders Lena Patriksson Keller and Jonas Clason, have a previous history of co-founding Whyred with Clason also having founded All Tomorrow’s PartIies Atelier previously.
The Jeanerica range was born out of a reverence for denim’s long history as an essential lifestyle commodity, with the denim made of 98% organic cotton and 2% elastane, while the t-shirts come in either 100% organic or re-cycled cotton. The first collection includes pieces for both men and women, three denim styles each and different washes.
The Jeanerica Jeans & Co collection include your favorite perfect pair of 5-pocket jeans, as well as a full range of modern wardrobe staples including denim jackets, t-shirts, and knitwear. The products are constantly refined and adjusted to stay true to denim’s original function as a modern garment for everybody, constructed to last a lifetime.