STORIES - I Dig Denim

New! Essentials

This season we have a new line to present – our first Essentials! ⁠This collection is a newcomer but fits straight into our I dig denim vision of course!⁠The Essentials collection is based on our strong belief in natural, organic materials and models that work for strong, human bodies. Models that empower rather than limit. …

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EMPOWER

We strongly believe in humans. And humanity. We believe that each individual has the right to feel free to explore his or her personality. To explore life, to play, to be active. To not be bounded by too many limits. This season we salute the power of motivation, of believing in dreams, of trust, comfort …

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Our family is growing!

Our family grows bigger and bigger!  We are more than thrilled to welcome some really nice retailers to our I dig denim community this season! How about the largest multi-channel children’s clothing retailer in Europe, Babyshop Group, and one of the strongest department store in Sweden, Åhlens. Besides that we have also teamed up with …

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The Ocean

I’m the Ocean, I’m the water, I’m the most of this planet, I shaped it. As for generations, the ocean has always surrounded us. Every stream, every cloud and every raindrop – it all comes from the Ocean. One way or another.   If human want to exist in nature with me, and off of …

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Challenging

It all started in Autumn 2009. I created my first collection and built I dig denim with something I have loved and been passionated about since I was a kid myself – DENIM. At first, my collection consisted only jeans for kids, and I remember being at @ciff for the very first time in 2010, …

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The roadtrip

At I dig denim we stand for sustainability, friendship and kindness.  In everything we do, we always make decisions based on our gut feeling and what our hearts tells us! So on our road trip for SS20 we set out the track! What means the most for us? Nature, ocean, friendship and sustainability! We got all …

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AW19

Take a stroll through the forest on a crisp autumn day… Leaves are painted in the most colorful tones of orange, yellow, green, rust and Bordeaux red. Close your eyes and take a deep breath and you can almost imagine the feeling of wearing heavy knits, wool jackets and layers on layers. Feeling warm, safe …

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Meet the designer

It has been such a fantastic trip so far. Today I have the world’s best team and to head to work in the morning feels amazing! At our combined HQ and showroom located in the old airport terminal in Gothenburg, we have built a creative space that breathes our brand. In addition to our showroom, …

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