SL: I want to talk a little about the other garments that fill the Denim Demon spring line. The flannel is so wonderful, as is the sweatshirt. When working on these products what are your primary concerns? It also seems that you are very concise with the collections, which I really appreciate. I wonder what the process is for picking the things that
end up going to retail?

Oskar: As said before we try to do classic and timeless pieces that don't have any "best before" date. Garments we like ourselves and have been wearing last 15 years. I mean, there are too many brands today that compete on being first with the latest, why bother competing with them?! We just aren't trendy enough to be up there. And since we along with many friends dress more or less the same, there has to be many more out there that appreciate what we're doing.

We are trying to take good classic stuff, and add just a little flavor to it. If it's a button made out of antlers from the reindeer, or just a checked flannel in Sami colors, it's at least something that will make it stand out from many others. So we are not counting how many articles our collection should contain, it's an ongoing process at all times, and when it's time we decide how the collection will look. The hard part is deciding what styles have to go. Since we are small, we cannot make 100 different styles, as there are always minimums... I am glad to hear you like the flannel shirt, since that is one of my favorites too! So clean and simple, but yet so nice. And the best thing, you will not find any other shirt looking the same.

SL: You’ve just had the exhibition around the project, I'd like to know how it felt to both show the results and what the reaction to it was - from two standpoints really, 1) the wear itself and 2) if people were excited and interested to learn about Sami culture?

Oskar: I have to say that all went well beyond expectations. This was the first time we showed ourselves up in our home country and home city. Of course, we were a bit nervous before, but it was so good. A lot of good press coverage, a lot of good friends and people seemed to have enjoyed it.

The jeans look amazing. Far better than we ever could imagine. Of course some look better than others, but overall they will all tell their own unique and amazing story. Since everybody has their own body language and movement, they all look different. We are now in the situation that we have to choose two of them, for the first production, and it is not easy. 5 of the 7 pairs are equally good, and we have to choose from look rather than heart, since we've become better friends with some of the wearers. Hopefully we'll be able to do it right.

Because of the fact that two of our wearers attended fully dressed in Sami Kolt, they attracted a lot of attention. This of course helped people to become more interested in the culture and more specific to how their jeans turned out the way it did. To be completely honest I think that the event was as good for us as a brand ad it was to enlighten people of Sami living and culture.

We are amazed about the way this project has turned out.

SL: I'd like to finish up with a direct question about the brand. One of the things I love about the jeans I have are the little surprises and personal touches. Like the demon demon embroidered inside the back pocket. How important is it to you to have these individual elements, things that surprise and generate a little connection between brand and wearer?

Oskar: I think it's important to have something that doesn't necessarily gets detected right away, something that after a while gets the consumer to discover the jeans once again. It's a fun and smart way of renewing an "old" and already bought product.