Introducing: Sarva

During Berlin fashion week Swedish denim label Denim Demon launched its new concept, Sarva, a functional outdoor and jeanswear label made in Sweden.

Throughout the late ’60s and early ’70s Sweden was proudly producing its own jeans through a number of small denim factories throughout the country. While these small firms served its domestic purpose, the cheap labor in the east and consequent outsourcing meant this industry lasts only a short period with all production ceasing by the late ’70s. Many assumed it would be for good. Fast-forward the tape 35 years and thanks to the serious denim heads at Denim Demon, they are proud to present jeans manufacturing in Sweden again.

The new concept, under the title of Sarva, is new range of premium jeans and technical outdoors clothing for S/S 15. To begin with, the label is offering two jean models, but with their small scale and locally produced approach they will develop the collection season by season. Great emphasis is placed on organic fabrics to offer eco-friendly and domestically produced jeans.

Their first model, Riekte is made of a Japanese selvedge fabric from Kaihara who they have worked with them to develop their own 13.75 oz selvedge fabric with their south Samí flag roots – blue, red and green. Special features include hidden rivets on back pockets, peek-a-boo selvedge on the coin pocket and Swedish flag bar tacks on side seams. The leather patch is also made in Sweden with naturally tanned reindeer leather from KERO Company in Sattajärvi. The second, Aerpie BT is made of a fabric that they have developed together with a small family business in Italy. It’s a 13 oz broken twill produced from organic cotton.

Further news on the launch and pricing is still pending so keep your eye out on Sarva’s holding page.


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