About us — I Dig Denim

About us

"Denim is malleable, durable and practically eternal. There isn’t much that stays with you like a good pair of jeans, and I want everyone to have their very own. Denim that’s ready for everything – a celebration, a vacation or a climb on the rocks. I strongly encourage climbs on rocks. Denim just makes everything possible and that’s what I love most about it. I really do dig denim.” – Hanna Clavegård

We only make t-shirts because jeans have to go with something

I dig denim was founded in Gothenburg in 2009 by designer Hanna Clavegård. Taking inspiration from the rocky beaches of Sweden’s west coast, she began designing denim for kids, then added a line for women in 2012. Today, I dig denim is represented in 25 countries worldwide and can be found in more than 150 selected stores – from Nordiska Kompaniet in Sweden to Barneys in New York.

New denim creations for kids are always in the making at the old abandoned airfield in Torslanda.