Denim Is Dead
At the end of 2010 Robin Westrin and Pelle Aldestam decided to diverge from jeans culture which focused so much on the denim tradition and heritage and instead find a so called post-denim culture. A big part of what they do is working with different shapes: creating stylish jeans for all no matter the size.
It is a brand with no bullshit. The concept is clear: “No genius, no secret, no legends, no story and no tradition. Denim is Dead”
