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May 28, 2009


Although their name sounds Italian, and their denim woven in japan, INDIGOFERA – PRIMA JEANS is actually a new Swedish brand founded by two denim professionals. What makes them special? You ask – well, I like their thinking: In their press release they describe at length the experience and upbringing of the founders, as if to stress the importance of history and tradition they later put into their garments. With their brand identity they repeat the ritual, and look for the origins as well, by paying a tribute to the Indigo plant which is used to give denim the true blue color.

Read more, and get more images after the jump…

“Indigofera is opening Spring/Summer 2009 with an extensive and well-crafted denim collection. There are 5 denim fits – including 1 girl’s fit. The 5 different washes have a very authentic feel and are made by hand in Italy. The t-shirts come in selected fabrics, and are created with the same attention to detail as the jeans. Shirts follow the indigo concept and are woven with Indigo dyed yarns, making them fade over time. Most of the denim fabrics used are uniquely conceived and woven especially for the collection. Indigofera take pride in working closely with the mills in developing unique weaves, allowing them to influence the distinctive look and quality of their denims down to the very thread.”

With this unwavering dedication to quality, detail and craftsmanship surely they deserve our attention! Get them here.




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