If you’re a denim brand not yet selling in Stockholm, make note to self: research the market. We’ve reported on the denim eruption around the world but it rises to new heights in Stockholm. On fit men and women’s derrieres, you’re more than likely to spot a hot jeans line from Rogan, Blue Cult, Habitual or locals Acne Action Jeans and Nudie Jeans (the two most sighted brands in the stores, on the streets, and at Berns, Stockholm’s nighttime hotspot in the sprawling Berns Hotel lobby). If you remember the dancing baby that virally mushroomed across the web a few years ago, then you already know something about Acne Action Jeans. Spawned in 1997 by Acne, a design collective that includes film production, advertising, and design services, Acne Action Jeans was the result of the collective’s desire to build brands in the fields of fashion, entertainment, and technology. Widely successful with distribution across Scandinavia, Acne Action’s super slim, 5-pocket jeans for men and women are one of the city’s major style stories. Nudie Jeans has its own sizable market share; the label’s squiggly mustard stitching across the back pockets is a common sighting from Kristineberg to Medborgarplatsen. Designer Maria Erixon relies on her years at Lee Jeans to hone a design sensibility that is firm in American ruggedness, with that second skin appeal you desire from your jeans, in a variety of fits and washes. Acne Action and Nudie Jeans are gaming for the enormous international denim market.
Photos: Denim and more from Acne Action