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.
02 July 2008
JanÅke Johnsson
Name: JanÅke Johnsson
Age: 40
Profession: Seasonal work at Jänsmässholmens hotel, hobby archaeologist and reindeer herder
Family: Scott, a 9 year old jämthund
Interests: Hunting, fishing and ancient monuments
Live: Jänsmässholmen
Our second test-pilot is JanÅke who lives only 50 meters from Per-Henrik, so after the coffee break we went to his place and said hello to his dog. He is one of our most enthusiastic participants and the only one that already got some scrapings on his jeans during our two hour stay (thanks to Scott that is!).
We will get back tomorrow with the third test-pilot.
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