This project is all about taking a step forward in washes - we have sent our forthcoming collection on a tour to the Lappish part of Sweden. The purpose and goal is to obtain authentic wear outs, by authentic people. We gave seven pair of jeans to seven different Samis. The aim is to give the denim pants it's own history and to create an authentic wear out. The Samis will wear the pants for six months without washing them, which will result in new denim washes for the forthcoming collection.
Click on the link below if you want to follow the real life of the Sami seven, who is doing there best at wearing our jeans out.
Meet the real people behind our next collection; Per-Åke Niia
, Per Guttorm Kuhmunen
, Jan-Olof Ellebrink
, Jonna Blind
, Nils-Ove Gustafsson
, JanÅke Johnsson
and Per-Henrik Bergkvist