Every item within the Denim Demon range draws inspiration from the Sámi culture. Our objective is to give people more than just a piece of clothing; we want to give people a whole story. As our clothing is designed with the Sami in mind they need to be durable and hard wearing in order to withstand the rigors of Reindeer herding and living in such harsh conditions. The range is quality tested by our family while they go about their daily life of reindeer herding and working the land.
12 March 2010
Chief Executive Hovding.
Today we want to celebrate our beloved father as well as Chief Maestro Hovding, Kjellåke. He's turning 65 today, but doesn't look a year older than 40.