Interior Designer Daniel Östman’s Take on Denim
MILAN — The more you sit on denim, the cooler it will look with time, according to Daniel Östman, the Stockholm-based interior designer known for his luxury residential projects, furniture line and work with brands like Acne Studios.
In early March, Östman and Scandinavian denim house Jeanerica will launch the sale of a capsule that shows off denim’s artistic side.
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Presented in Paris for men’s fashion week in January, the collaboration is a Swedish synergy between Jeanerica and Östman, in what marks Jeanerica’s second outing of its “Atelier,” an art project that challenges ubiquitous notions of denim’s potential. For the occasion, the interior designer created four stools made with Swedish craftsmen specializing in high-end sofas, each enhanced with a spring technology and covered in an array of denim materials: white raw denim, splash, seamed and washed.
As an interior fabric, denim is attractive as it evolves over time. “That’s unusual for an interior fabric,” Östman told WWD, adding that he had been searching for the perfect denim that fit in with his custom-made furniture projects for private interiors clients.
“With a pair of jeans, you could always, you know, wear them and they would change over time. You can’t take it off and wash it, but I mean, it’s there.…It’s gonna be changing a lot over the years. At least, I hope so,” he added.
Jeanerica was cofounded in 2017 by two apparel veterans who met at H&M: Lena Patriksson Keller, who is also the founder of PR firm Patriksson agency, and Jonas Clason, formerly head of denim and special projects at Acne Studios. Since its inception, the firm has made a name for itself for its use of innovating techniques. Its low-environmental-impact denim is made with organic cotton and their washing techniques are focused on water savings.
Clason remarked on how Swedish denim peaked in popularity in the 2000s. Sweden’s clean, cutting-edge styles from niche brands such as Nudie and Acne Jeans topped bestseller lists across the globe, rising to fame for its famous slim look.
Jeanerica, which was founded on producing modern but classic styles, offers women’s and men’s collections, composed of denim essential pieces in organic denim and cotton. The T-shirts and sweatshirts are in biological cotton to follow Jeanerica’s sustainable approach.
“We wanted it [the brand] to be sort of a universe around denim. And to do so, we have this industrial setup with a control on our whole supply and chain, which is a little bit of the foundation for this collaboration as well. It’s built like a luxury house,” Keller said.
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