The Danish market for high-end denim is made up of a small community of enthusiasts who often speak an incomprehensible language and dwells on the small and seemingly insignificant details about the products. A fact that is reflected in the number of shops that specialises in this niche. There is nothing wrong with that: Denmark is a small country and the buying criteria of most customers has long been focused around parameters such as price and brand rather than quality and craftsmanship. But this behaviour is currently changing. While we wait the abundant possibilities online in the virtual denim universe must do. This is a selection of some of the best.
Don’t take the title of this article too serious, I’m not completely ready to go to heaven yet (if that’s where I’ll end up), but I will definitely consider a visit at Jeans Heaven; a brand new Danish online denim retailer that specialises in jeans. Just launched this week, Jeans Heaven was founded by the two friends and denim lovers, Jasper Jensen and Jens-Jacob Kjærsgaard.
They spotted a gap in the Danish online jeans market, and Jeans Heaven was made for those who just want a pair of good old fashioned jeans. I really liked the idea, and when Jasper and Jens-Jacob asked me to help out with a couple of texts on the history of the brands they carry and some guidelines on how to wash and wear your jeans, I didn’t hesitate. Please visit their site, I’m sure you’ll find some interesting jeans there.
Words by Thomas Bojer