Denim Demon is the collaborative work of three brothers Oskar, Anton, Patric, and their father Kjellake. The Olsson family roots are deeply anchored in the northern part of Sweden that is called Jämtland. A historical area where the Sami people live. The Nordic countries’ only official indigenous people who live in semi-nomadic communities. Speak their own language and traditionally work with reindeer herding and artisan crafts in a history dating back over 2000 years.
The Project Ware-Out (2009) is more or less a definition of what he brand is all about, showing extreme attention to detail & authenticity hardly ever seen. It all started out with seven boxfresh pairs of jeans given out to seven Sami people, among them reindeer herders, doudji craftsmen and an archeologist. The end result of this project is breathtaking. Every single wear, tear & stain have been carefully replicated by hand to precisely mimic the original worn in pairs. All made in Japan & limited to 60 pairs of each wash.
In the summer of 2011 the Olsson family approached Boy Bastiaens for rebranding their denim label.