Jul 20, 2017 | By Samuel Trotman
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In the last 10 years, Sweden has seen an explosion of denim culture with authentic labels such as Denim Demon, Blue Highway and Pace Jeans arriving on the scene as well as purist stores like Unionville, Sivletto and Blue Jeans Company cementing Sweden’s mark on the denim map. Among these creative labels is Indigofera Prima Jeans, a denim brand born out of an unswerving dedication to quality, detail and craftmanship
It should come as no surprise that the friends and founders of Indigofera, Johan Soderlund and Mats Andersson, have been active in the international denim industry for decades, reaching a unique depth of knowledge and expertise. In 2009, After working for brands such as Levi’s, Solo and Levi’s Vintage Clothing, the two friends started carving out their irreducible and uncompromising vision of the dream jean.
To understand Mats and Johan’s passion for making jeans you need only to look to the brand’s name. The name Indigofera is a tribute to the color indigo – the very essence of jeans and the heart of denim manufacturing. Prima (the brand proposition) is their ambition, the vision of old-fashioned quality and enduring workmanship. Their focus on detail and craftsmanship transcends the brand’s young history, underlining the pureness the owners strive for.
With a rugged approach to styling, the collection for S/S 13 was built around an inspirational trip Mats and Johan spent surfing last summer. The extensive and well-crafted denim collection exhibits a colorful, playful take on heritage classics that would be ideal for evenings spent around the fire at the beach. Along with the definitive workwear aesthetic that brand has become renowned for since its inception, the S/S 13 collection features a full range of classic garments infused with vibrant patterns and shots of color: check prints, bleach splashes, and a laundered ticking stripe that was inspired by the wash of a cut-off short they surfed in. They will also introduce a limited edition woad collection featuring a crisp chambray shirt, knitted tee and a beautiful beach towel all in the signature blue shade.
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