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.
08 October 2010
Nick, a good friend from the US, and true Arsenal fan, sent us these pics the other day. His Aajja Raw Selvedge had been given their first soak, and the end result as we can see is really good. Well done Nick! Keep it up!