Scan Magazine, Issue 102, July 2017

Page 74

Scan Magazine  |  Special Theme  |  Made in Sweden

Photo: Philip Liljenberg

Photo: Frida Algerstam

Photo: Erik Thor

Denim with Sami roots Start-up company Sarva makes premium jeans with designs inspired by the indigenous Sami people. For the first time since the ‘70s, we can say hello to denims made in Sweden.

new products to make sure that they are practical and durable. We want to provide high-quality products that last, in terms of both design and time.”

By Malin Norman

Sarva is something quite out of the ordinary: a new Swedish jeans wear label produced locally. The business is run by entrepreneur brothers Oskar Sommarlund and Anton Olsson together with denim guru Marthyn Inghamn. Inspired by wellmade denim brands such as Levi’s, Lee and Wrangler, their long-term goal was to design and manufacture high-quality jeans in Sweden. However, it proved to be somewhat of a challenge for the founders to find skilled staff. “It hasn’t been feasible to make jeans in Sweden since the ‘70s, when much of the textile production moved abroad,” Olsson explains. “But we have found a small factory in Borås that has kept machines and knowledge from the glory days of Swedish textile production. We’re incredibly proud to finally be able to offer jeans made in our home country.” 74  |  Issue 102  |  July 2017

Their eco-friendly unisex collection with jeans, denim and leather jackets, hiking boots, wool shirts, knitted hats and socks has received fantastic feedback and been featured in magazines such as Sportswear International, Café and Plaza.

Influenced by the Sami people The word ‘sarva’ means young, unneutered reindeer bull in South Sami and, indeed, the brand takes inspiration from the Sami people. The Samis were originally nomads and spent most days outdoors, needing equipment that could withstand difficult conditions and extreme weather. Influenced by their culture, Sarva is a truly unique denim brand, and Olsson emphasises the importance of working closely with their Sami relatives on developing the range further. “Our family and friends try out all

The key denim piece is Riekte Sami Selvedge, a slim/regular fit combining Sami heritage with premium Japanese fabric and Swedish manufacturing. Details include a selvedge line in the Sami colours red, blue and green, and a leather patch made of naturally tanned reindeer leather from KERO Company in Sattajärvi. The team is also proud to collaborate with Swedish shoe makers Lundhags on the recently launched hiking boots Lundhags x Sarva. The Sarva collection is available at selected retailers such as Grandpa, and in the online shop. Web: Facebook: sarvaoutdoor Instagram: @sarva_

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