Sweden Has More Jeans Than Reindeer

Even though it’s a country of only nine million p
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Even though it’s a country of only nine million p
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Even though it’s a country of only nine million people, there really are a startling number of denim labels in Sweden. According to local fashion and culture magazine People Sverige, Sweden has the world’s largest number of jean designers per capita. We believe it. The most recent arrival on the denim scene is Fienden, a small uber-hip label known for their limited-edition punchy tees for men and women. They have just added a tiny run of black selvedge denim for guys. We love the looser, but still narrow fit of these jeans, pictured above. The motorcycle vest is kind of cool too, although we have a little trouble imagining the affable Swedes as tough gangster motorcycle types. --ALISON COOL