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.
The fashion industry is always on the move and if you’re not paying attention it can be hard to catch up. Also, there’s a lot of hot air and the constant sloughing that characterises the business makes it common to witness shops and retailers “shopping” around between brands and fashions. All that being said, after 15 years in business Pede & Stoffer is a veteran, and the air has certainly not gone out of the balloon.
NN.07 combines uncompromising quality, understated classic coolness, creativity and the best of the traditional men’s wardrobe in an accessible and no-bull-shit concept. The brand has over the past four and a half years been writing a new and exciting chapter in the history of Danish textile industry and lately they have added to their story a take on Danish denim. Read the story here.