New Brand: Circle of Friends

Each season Bread & Butter Berlin introduces a fresh assortment of denim brands launching into the market. The popular L.O.C.K. and Fire Dept areas are both great locations to look out for new artisanal brands and this year we stumbled across Sweden’s latest export, Circle of Friends Studio. We caught up with founder and CEO Per Fredriksson.

Per Fredriksson has worked in the Denim industry for 30 years; working with designers, manufacturers, tailors, sales force and denim fanatics. After 30 years he realized he had acquired a rare and sought-after selection of contacts in the industry and wanted to make use of his expertise. The aim of Circle of Friends was to bring together this collection of professionals and friends from all over the world: their experiences, attention to detail, and choices of material.

When we dropped by the stand at B&B, Per proudly announced that the company was “Two days old“, so as fresh as they come! The F/W collection contained both Men’s and Women’s denim in two lines: The Main Line and the Studio Line. The studio line concept particularly interested us as it is a unique denim range that collaborates with three premium suppliers: Cone’s White Oak mill for the fabric from the USA, Buttons and rivets from YKK’s Japan manufacturers and premium leather from Okinawa, Italy.

Each garment comes with a unique register where you can see the “circle of friends” engaged in that particular pair, from the denim mill to the manufacturer of buttons and rivets, to the label maker to the tailors and seamstresses to the washing experts.

And that’s not where it ends… The Circle of Friends guys want to make good friends with their retailers too; they can choose their priorities as either longer payment periods or higher mark-ups.

So, look out for the brand over the next for months; they seem pretty friendly, so they’ll no doubt be turning up at a store near you soon!


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