Sep 24, 2018 | By Lourdes Linares
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While away in Sweden last week for Way Out West Festival we took some time out to explore the local stores within the city and came across the newly opened denim store, The Blue Jeans Company.
Founded by the guys behind PACE jeans, the store is a physical manifestation of the retro culture of 1950s Americana with themes of hot rods, swing and rockabilly running throughout the space. The ideals of stocking brands with real narrative, passion, quality and detail are effortlessly translated through the finely curated purist denim pieces and workwear accessories.
Located in the charming Vallgatan district, this first floor incarnation displays a fantastic selection of PACE Jeans, Levi’s Vintage Clothing, Made and Crafted and Post Overalls, with more to come. The store’s design features speak directly to denim enthusiasts’ Americana and rock ‘n’ roll soft spot, using reclaimed and natural elements to create a vintage-inspired feel. From old looms and re-used factory parts to iconic Levi’s imagery and Buddy Lee dolls, all in-store elements blend to create authentic design details. Another key feature of the store experience is the unique program where customers can customize signature jean styles, selecting from a range of fits, metals, leatherwork and stitch options.
The new store’s Vallgatan address is perfectly suited for the retailer’s distinct design ethic. The district is home to Sweden’s denim temples ACNE and Nudie Jeans, as well as newer concepts in modern utility like Grandpa and respected international brands like Velour.
The store’s normal operating hours are Monday through Friday, 11am to 6pm, and Saturday, 11 am to 5 pm.
The Blue Jeans Company
Vallgatan 3, 411 16 Göteborg, Sweden
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