It usually takes more than a no-rain-guarantee to lure hardcore denim hunters into department stores like Illum. It’s undoubtedly rather expensive to have one of the best locations in the country, and as a result focus is often on quantity rather than quality. What it often comes down to is how many jeans you can get over the counter and nothing more than that. But there is another way. In Samsøe & Samsøe’s shop at the 3rd floor in Illum they try to do it differently.
Studying marketing I’ve often come across the concept of co-branding; when two brands form some sort of alliance to work together, which creates marketing synergy. But I’ve never had the opportunity to try it out myself, until now. I’m very proud to announce Denimhunters’ first event collaboration with one of Denmark’s leading commercial fashion retailers, Samsøe & Samsøe. Together with six of the mainstay denim suppliers, Denimhunters and Samsøe & Samsøe will host a three-day event in the denim-concept-shop on Illum’s 3rd floor. The event will take place Thursday through Saturday next weekend, join it on Facebook here.
Located on one of the main streets of downtown Stockholm, in the corner of the first floor inside something that looks more like a department store than a typical high-end denim supplier, you find Awesome Denim. And it is actually quite impressive. Run by the Swedish agents of Edwin and Australian up-comer Neuw, both naturally well represented in the shop, Awesome Denim also stocks Indigofera, Denim Demon, Nudie, Diesel, and new brand from founder of Cheap Monday, Örjan Andersson. The inventory and decor of the shop is ultra-minimalistic and the jeans are stacked in impressively straight and tidy piles. Now, I’ll let the pictures do the talking, please enjoy.
I’ve said it before, and I gladly said it again: denim is an essential part of any male wardrobe. However, lately, it seems that denim has become the sole foundation of my personal wardrobe, but then again, I might be the extreme example. Interestingly though, denim is also one of the corner stones of the treasury closet of Sergei Sviatchenko, Danish/Ukrainian artist and publisher of online style magazine Close Up And Private, who just did this special denim edition for Denimhunter. A celebration of denim items in the classic wardrobe.