Denim Demon is the collaborative
work of three brothers Oskar, Anton,
Patric, and their father Kjellake.
The journey stems from the common
home their ancestors shared with the
Sami people, in Jamtland 700 km
north of Stockholm.
Denim Demon and the Sami share a
philosophy for work, creativity and
respect for their Swedish homeland.
Inspired by a rich 2000 year, history of
reindeer herding, artisan craft and
handmade clothing. Denim demon
weave the story into cloth, symbolizing
it on embossed antler buttons, and
wink at it with simple red bar tacks or
stitching details in the three colours of
the south Sami region.
“The objective is to give people more
than just a piece of clothing – we want
to give people the whole story….
Like the Sami people our clothing is
inherently tough and durable.
Required to withstand the rigors of
tending the land and herding reindeer
in conditions which can reach -40 in
the light lacking days of winter. Quality
is therefore tied into the design
process. In a 360 degree turn, we
have tested our denim on the Sami
For the Denim Demon rebranding the
Olson family aproached Dutch graphic
designer Boy Bastiaens. Who’s denim
branding roots go back to the early 80’s.
When teaming up, for about a decade,
with Pierre Morisset. Working for labels
such as: Liberto, Chipie, GulBla, Lee,
Wrangler, G-Star among many others.
More recently Boy Bastiaens’ studio
was involved in the branding for K Karl
Lagerfeld and Atelier LaDurance.
During the development of this AW12
we have traveled far and wide to find
new fabrics and techniques. In the
shirts you will find beautiful Japanese
dotted and striped chambray’s and
heavy weight narrow loom check
shirts. The t-shirt line is now all made
in Portugal using the finest American
cotton. We have a dip dyed area and
also a 100% Indigo program. With the
jeans we have stayed close to our
roots with new Japanese and Ameri-
can unwashed fabrics and some new
washing developments from Italy. We
are also working with a leather artisan
from the north of Sweden on some
exclusive lanyards and keyrings made
from solid silver and brass with rein-
deer leather. These will only be availa-
ble on our web shop in limited num-
At the SEEK show in Berlin we will
also launch our new collaboration
project with the Swedish bag company
Come past the stand to get a preview!
18th - 20th January
Luckenwalder Strassse 3