Denim for kids.
Each wash is a trip to the Swedish west coast – the creases are where the waves break and the fades are the soft seaside rocks. Our garments are made to be matched, mismatched, worn and torn by every kind of kid with every kind of expression on every kind of adventure.
Because when you’re wearing the power of the sea and the land whichever way you choose — you’re unstoppable, kid.
- Take me to the shop, already!
Mama always told us
Do everything reversed
Except for just one thing my dears
Get dressed — jeans first.
Right pockets are for phones
Left pockets are for snacks
Back pockets are for confetti
For our latest collection, we scaled the seaside rocks and left the salt behind. We took a quick trip home only to stuff a few caramels in our pockets, then started a game of hide-and-go-seek that lead us straight into the woods.
Kolgruvan, or The Coal Mine, isn’t actually a coal mine at all, but an old chocolate factory turned creative space. And who better to shoot our kick-butt new collection at this amazing location than the talented Jonatan Fernström?
Playtime is not only one of the most important words in the whole world. It also happens to be the name of a gigantic children’s trade show held every year in New York, Tokyo, Berlin and Paris. With over 530 brands in one place, there’d be loads of fellow creators to meet and customers to awe – the perfect event for I dig denim to inspire and be inspired.