It’s not every day that you find a clothing brand that does not just focus on clothing, but focuses on clothing in a cultural, social, and political context. Denim, a brand created in a basement in Sweden by brothers Alexander and Johannes Graah, does just that. “Dr. Denim is part of a larger context, a movement that exists all over the world—a movement called denim.” The Graah brothers and their father Morten founded Dr. Denim in 2004, and since then the company has continued to operate as a family business.

Brand

Dr Denim stretches beyond seasons and traditional designs. The brand promises perfection, be it fit, price or experience, striving to make every day a denim day. It’s all about smart choices. Alexander said, “Keeping it simple and affordable was the hardest thing to do”, but they made it one of the most significant. Customer-centric market relationships dictate assortment and availability, and fill customers’ wardrobes with wearable, strong, and trendy style with the perfect fit for each occasion and each body.

Personality

The brand personality is “smart, curious, creative and solution-oriented opportunist with a constant sparkle in the eye and never far from a laugh.” Dr Denim is a social and relaxed person with a passion for simplicity. “Persistent, calculating, positive, intelligent and social—words to remember.”

Design

Dr. Design Denim pairs with standout, and creates comfort that suits every season at every juncture. Simplicity: Dr. Basics Denim consists of carefully selected and refined pieces in classic colours such as black, white, gray and indigo. Jeans of this brand are creation, not just production. Continuity: Denim focuses on direct environmental effects with the aim that 95% of the brand’s materials will be sustainable by 2020, which is made possible by clear guidelines for production and ethical aspects.

Retail and Distribution

Dr. Denim is represented globally at individual retailers and chain stores in additional than twenty-five markets. Dr. Denim is a secure supplier and partner that can adapt to mixed markets. The first flagship store opened online in 2013, and with much success, physical stores have continued. The gallery opened in Stockholm in 2014, creating a distinctive space and a representation of blending in with sticking out. Gallery Dr. Denim is a “warm, social and curated space.”

Dr Denim is your family, your friend, your companion. The brand strives to represent fashion and denim globally in numerous contexts, and it’s their goal to make every day a denim day. Their brand is premium, wearable and allows customers to write their own denim story. Check out their website: drdenimjeans.com