JEANERICA DENIM

Name: JEANERICA DENIM Men
Brand: JEANERICA DENIM

Founded by Lena Patriksson and Jonas Clason in 2018, three friends who worked at H&M and Acne Studios, the Swedish brand Jeanerica reinvents traditional blue jeans, making them eco-responsible. Designed in 98% organic stretch cotton, the pieces are ingeniously thought up to respect the environment and are available in various styles, classic and casual. The team knows its subject material well and devotes a real passion to this timeless, versatile style, essential to women's and men's wardrobes. Jeanerica jeans exist in different colours and adapt to all styles and desires without sticking to a particular trend or season. "We're keeping a limited range with four styles so as not to spread ourselves thin. We add a few new references each month but we don't want to adopt the frenetic rhythm of fast fashion or expanding collections," explains Lena Patriksson. It's a future-facing philosophy that doesn't do away with style. In 2020, Jeanerica collections grew to include t-shirts and jumpers, all in organic cotton. This unique minimalist Scandinavian label offers denim aficionados a new wardrobe that's ethical, seductive and authentic.