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.
23 June 2008
Sapmi tour 2008
Now we are on our way up north to hand out our jeans to some hardworking people. They will wear and tear their raw jeans for at least 6 months to test the durability and to see how they fade from their work and everyday life. After a good night sleep in Bringåsen outside Östersund tonight we will go on to Jänsmässholmen tomorrow morning for the first hand-out.
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