The Swedish indigenous people are called Sami. They derive from a hunter – and collector culture, which have a great influence on their living today. Many of them still lives in the north and a few Sami people are still working with reindeers. There are only 20 000 of them living in Sweden, but they have a long and genuine history.
A clothing brand named “Denim Demon” also have a genuine history, which was inspired by their family roots in the Sami culture.Naimakka and Denim Demon share the same vision of the beauty of living close to the nature and that’s why we wanted to write about Denim Demon’s history. The brand started with “Project Ware Out”, a project that connected a dream of making their own clothing brand with a dream of getting closer to their family bounds in the north, by letting Sami people wear and work in a raw pair of jeans making the final wear as natural as possible. After six months the results were collected and a new jeans collection was formed. The wear was copied by hand with each little wear mark telling its own and unique story. You could trace marks from knives, animal blood and blueberry stains which is telling something about life in nature. A lifestyle that belongs to the hard working Sami people in the north.