Like many of the best brands, Jeanerica was founded out of a sense of frustration at the state of the fashion world. In a landscape dominated by ever-evolving trends and endless choice, industry veterans Lena Patriksson Keller and Jonas Clason felt a need to strip things back and create something with perpetual appeal – something classic that would stand the test of time. They settled on denim, with the intention of focusing all their energy into creating a streamlined collection of core styles in timeless cuts and refined finishes. In 2017, the Stockholm-based denim house was born.

Jeanerica adheres to the characteristically Scandinavian ideals of minimalist, made-to-last design. It aims to democratise denim, harnessing its original function as an item for everyone. With simplicity at its core, the Jeanerica range features essential styles in perfect fits and expert washes. The look is classic-meets-contemporary, updated takes on old-school favourites. There's a style for everyone: from the late '90s-inspired tapered leg of the TM005 to the classic straight fit of the CM002 or the '70s-style bootcut of the PM007. All jeans are made from 98% organic cotton with 2% elastane for the perfect combination of sturdiness and stretch. A restrained offering of versatile T-shirts, sweatshirts, shirts and jackets serves to complement the jeans selection and help build a complete casual look.

In a world obsessed with fast fashion, Jeanerica aims to rail against throwaway culture by creating long-lasting pieces that will withstand a lifetime of adventures. It encourages buying less, but better – seasonless staples that prevent the need for an overflowing wardrobe. The label takes sustainability seriously, working closely with its producers and factories to cut down on any unnecessary steps and lessen its environmental impact. Everything from developing fabrics, cutting, sewing, and washing occurs all at the same place, reducing transportation and emissions. Timeless style with a feel-good factor? We're on board.

Shop the full Jeanerica collection.

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