About
Our office is located in a small part of an old mill and sewing factory in Gällstad. (Photo: unknown)
157 – THE MAIN ROAD PASSING THROUGH
Gällstad, our little village in the middle of Sweden is where we were brought up and here are our roots. After leaving our hometown, to spend several years working at some of the greatest denim brands, we reunited back home in Gällstad. From the dirt and the cows to the concrete and back again, but now with a gathered knowledge of almost fifty years.
GÄLLSTAD IS WHERE IT ALL STARTED
We were brought up here and this is where we intend to stay. The farmers, the mechanic and the little grocery store are all part of the process. This keeps us grounded and tied to our roots.
THE DENIM INDUSTRY OF TODAY
Sometimes it all makes you wonder if the heritage has been lost along the way. Of course there is no right or wrong, but jeans and denim was originally a part of the worker culture. Today you can find a pair of jeans for let’s say five hundred dollars and that’s fine. But we see it from another perspective, the worker’s perspective.
In the dawn of denim, in the late 19th century, the miners could never afford a pair of twenty five dollar jeans, which is what five hundred dollars translates to today. A pair back then was about three dollars and that is about sixty today. Sixty is what we’re aiming at.
SO, HOW DO WE DO THIS?
Well first of all we need to keep the mechanic, the farmer across the road and the grocery store owner in mind. We have to stay true to their precursors and to the laborers back then. Then we start a rather long and tough journey to make the same high quality garment stay as affordable as it was back then. With the same price as back then. We are simply not done until we reach that point.
This takes a great friendship with the people at the mills and the factories. People who understand our strive and why we do it. It’s a process that takes about twice as long as it does for others but the satisfaction when everything aligns is priceless.
We know why, we know how but most of all we are determined to stay true to the denim heritage. From high quality garments to authenticity in pricing.