Back to the Farm


In their latest efforts to create authentic and worn-out styles, the Olsson brothers of Denim Demon, went north to work for their inspiration. While visiting their extended reindeer farming family in the northern part of Scandinavia, they employed each to wear one pair of jeans during their daily work. For six months, they photographed the jeans on a regular basis to document the process of how they acquired their looks. Now, the worn denim will go on tour and be exhibited by several retailers and many of the results will be recreated for a new denim collection.

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