I DIG DENIM was founded in Gothenburg in 2009 by designer Hanna Clavegård and combines classics with key pieces in denim - always sustainable with Scandinavian design. Without the experience of neither design nor production but with inspiration from the rocky beaches of Sweden's west coast and wild seas, Hanna Clavegård dared to focus on her idea - to create a children's clothing brand in durable denim - and 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.
'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