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Paint to canvas

Co-founder Karl-Oskar applies paint and a sense of distinctiveness to jeans and denim jackets. Otherwise considered universal, the different pieces received the application of an on-going story.
The utilisation of paint is our take on the original purpose of denim. Production has evolved, and it has changed for the better, but the aim remains the same: creating durable garments. Distinctiveness is firmly attached to the use of denim as it takes shape after the body. Comfortability is a crucial element when engaging in a wide variety of regular pursuits. Applying paint is a way of telling a story. The narrative varies, and it develops as time goes.
Instead of looking at clothes as being static, this is a means to emphasise the longevity, which reflects dedicated craftsmanship. What is worth telling through this visualisation is, that creativity and determination never runs out. The work that goes into each pair of jeans consumes multiple hours and days of absolute devotion.

The Paint Process

Photography Sarah Stenfeldt
Film: Emily Petersen
Model: Magnus (Le Management)

Paint to canvas

Co-founder Karl-Oskar applies paint and a sense of distinctiveness to jeans and denim jackets. Otherwise considered universal, the different pieces received the application of an on-going story.
The utilisation of paint is our take on the original purpose of denim. Production has evolved, and it has changed for the better, but the aim remains the same: creating durable garments. Distinctiveness is firmly attached to the use of denim as it takes shape after the body. Comfortability is a crucial element when engaging in a wide variety of regular pursuits. Applying paint is a way of telling a story. The narrative varies, and it develops as time goes.
Instead of looking at clothes as being static, this is a means to emphasise the longevity, which reflects dedicated craftsmanship. What is worth telling through this visualisation is, that creativity and determination never runs out. The work that goes into each pair of jeans consumes multiple hours and days of absolute devotion.
Photography Sarah Stenfeldt
Film: Emily Petersen
Model: Magnus (Le Management)