The ‘lost’ Sami people of Northern Scandinavia are not the first that I would associate with a trendy denim brand. However, having spent just a few minutes in Dutch denim boutique Tenue de Nimes, - who are exhibiting Denim Demon’s new collection - ‘trendy denim brand’ turned out to be an assumption I had made too early...
And my previous unawareness of the Sami people (approx. 70.000 people who inhabit the Northern parts of Sweden, Norway, Finland and Russia and who belong to the last indigenous ethnic groups of Europe) might just have to be put to my own ignorance.
Denim Demon is a friends and family run business, that has delved into its own heritage on the search of new jean washes, and that has came out with an inspiring and moving story.
Launched in 2008 by brothers Oskar and Anton Olssen, Denim Demon is taking over the world in a fast pace and is now retailed in Sweden, Norway, Finland, Holland, Germany, Belgium, Russia, The UK, USA and Japan. Not that this is noticeable when talking to Anton Olssen, who is a laidback guy, passionate about his story and obviously passionate about his friends.
Anton (pic top): “We want to having something that we can tell with our jeans, the collection ‘Gilmenta Jeansa’ (frozen jeans) has resulted in real stories from real people, stories that can be experienced by the wearers.”
Photographer Sebastian Skarp (also friend of the Denim Demon brothers) spent time with 7 Sami people who were each given a pair of DD jeans with the strict instructions to wear them day-in, day-out for six months. The result: a beautiful photography exhibition, which portrays a lifestyle so far from our own that it’s no surprise that Father Christmas comes from Lapland, and for the Denim Demon brothers, a series of jeans with a real story.