Scandinavian Runways: Denim Highlights

Its been a bit of a Scandinavian inspired week for us here at Stylesight Denim- we’ve been sifting through our hundreds of images from the trade shows to give you a full denim trended report which will be live on the site next week, watch this space. Then whilst out in Gothenburg for Way Out West, we chanced upon the Blue Jeans Company store opening and now we’re checking out the runway highlights from both Stockholm and Copenhagen fashion weeks! Its all about Scandi-denim.

Cheap Monday Cheap Monday continue their minimalist-modern aesthetic for S/S 12 with high-neck crews and turtle necks, clean long-line sack dresses and signature skinny jeans updated with zip details and bold prison-stripes. Designers Örjan Andersson and Ann-Sophie Back say: “We have been inspired by the concept of living alternative lives, celebrating the collective and valuing idealism – a nostalgic and romantic setting for SS12.” You can read more about the show and take a look at backstage photos from the day on their Cheap Talk blog.


The Soulland S/S 12 collection was presented in the headquarters of the Danish Postal Service from 1624, and featured a modern and clean-cut version of sleek sportswear and casual everyday tailoring. Mixing in tailored shirts along with drawstring shorts and denim varsity jackets provided options for a relaxed weekend look. Mainly in deep saturated shades, designer Silas Adler also added different tones of sorbet lemons and baby blue chambrays as colour injections.

The Local Firm

The Local Firm´s clothing concept, created by Richard Hutchinson and Axel Nyhage is inspired by art, architecture and design from the former European East Block countries such as the DDR and the USSR. Their S/S 12 collection has a strong active and leisurewear attitude with zip-through nylon bombers and denim rucksacks  accessorizing a clean collection of denim pieces including smart stonewashed jeans and rigid denim shirts. A subtle 70’s update is achieved with high-waisted parallel-leg jeans and laundered bohemian vests.


Ever since its incarnation in the mid-late 90s, Roland Hjort’s Whyred has been a staple piece in a Swedish fashionista’s wardrobe. Known for his twist on classic denim styling, Hjort continues to update and perfect the simple items with a subtle and fresh approach. For Spring Summer 2012, Whyred went back to basic and showed a collection dominated by laundered gray’s and acid wash indigo shades. Many pieces came in a style familiar to long time Hjort fans; sub-culturally inspired with miliatary influenced shirts for men and retro high-waist fits for women. Sartorial pleated pants with slight micro flares brought a new direction for menswear, while minimalist shirts continued Hjort’s mixture of directional garments and wearable staple pieces.



Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.