Sweden is a denim nation and the latest brand addition is Jeanerica. It launches this week as a carefully edited collection of only jeans. Or wait, there’s a knitted sweater and some excitingly perfect t-shirts too. But Jeanerica’s mission is to stick to jeans and not become a lifestyle brand with a bunch of other things to offer (we’re looking at you, Frame, Cheap Monday and Acne Studio, to name a few). Denim is what the founders love, and they both have experience within the field. Jonas Clason spent a number of successful years perfecting denim at Acne Studios. His path had crossed Lena Patriksson’s before that, at H&M, and they have already co-founded a fashion brand together, Whyred (with Roland Hjort). Lena also heads the public relations agency Patriksson Communication, one with prominent fashion clients and offices in different European markets. No doubt, the duo has a valuable network when introducing a new denim brand to the world.
Jeanerica is based on the idea of a perfect pair of jeans as the pillar of everyday style. Timeless, modern, easy. Think American blue jeans from a European design perspective. Excitingly, common sense has been applied to the choices of materials as well as the production processes. “In today’s society, there is no room for a new denim brand if it is not sustainable,” states the press release. The Jeanerica denim – developed for the brand exclusively – is made of 98% organic cotton and 2 % elastane, while the t-shirts come in either 100 % organic or re-cycled cotton. Thanks for that, Jeanerica, we look forward to try you on!
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