Stockholm-based denim house Jeanerica– an amalgam of ‘jeans’ and ‘America’– was conceived by Lena Patriksson and Jonas Clason in response to the generic standing of the current denim market. The duo is no stranger to the world of denim: Clason was the head of denim and special projects at Acne Studios’ before teaming up with Patriksson to found unisex ready-to-wear label Whyred in the late 1990’s. Drawing upon definitive Swedish aesthetics and cultural touchstones from 1950’s Americana to David Bowie, Jeanerica focuses on classic denim style with perpetual appeal, merging of-the-moment cuts with versatile clean washes. Reflecting its founders’ drive for restraint and desire for natural, ageless garments, the label’s curated offering comprises three denim fits for men, alongside wardrobe staples including t-shirts, denim jackets, and knitwear. In addition to its minimalist Nordic design ethos, Jeanerica advances an eco-friendly philosophy, employing sustainable methods of production, and recycled and organic cotton fabrics.