On the bustling Nordre Frihavnsgade in Copenhagen’s Østerbro district, hidden between women’s clothing shops and the tavern Østerbros Perle (the Pearl of Østerbro) lies kmunch. The concept is a daring and conscious selection of traditional fashion brands in combination with street and jeanswear. Not exactly the invention of the wheel, but a welcoming and very relaxed atmosphere, and a very impressive selection of Nudie Jeans makes kmunch something unique.
In 2010, Levi’s launched their new youth brand dENiZEN in Asia and The US. To support the introduction of the new sub-brand they recently launched the “We Are Explorers“-campaign. In the first chapter, the elephant Lakshmi is dressed up in a checked shirt and wrap-around 200-inch waistline jeans lookalike to enter a beauty competition in the annual festival in Jaipur, India where elephants are intricately adorned.
The sawtooth shirt from Levi’s is one of the most iconic denim shirt made. It’s a timeless classic that never goes out of fashion. This particular shirt (the lighter one above) has been traveling across India and Nepal for six months, and being the only piece of long sleeved garment the owner, Sebastian had with him it has been exposed to some serious wear and tear. Just compare it with the same shirt unused (the left one above).
Rural school children. San Augustine County, Texas, April 1943. Reproduction from colour slide. Photo by John Vachon.
Sweden is indisputably the Scandinavian leader when it comes to jeans and denim. In this context, comparing Sweden and Denmark doesn’t seem fair as the relative strength of the former is just so immense. However, Denmark has a few brands that are doing decent denim; one of them is NN.07. Still, one of the two founders of the company is Swedish. Recently, I visited their headquarters in Copenhagen and to “talk denim” with the Danish half of the successful Scandinavian clothing venturers.
