”Every day is a denim day” is the slogan of Gothenburg-based jeans brand Dr Denim, which was founded by the Graah brothers in 2004. Until now, most of the streetwear brand’s sales have been via the internet and the pioneer store in Stockholm, but in 2015 it was time to open a store in the place where it all began.
Inside the store on Magasinsgatan, the contrast between light and dark is apparent throughout – from the chequered stone floor and the denim-blue ceiling to the specially designed furniture range in light plywood and pitch black Valchromat. On the shelves, garments are juxtaposed with plants, inspiring magazines and selected books. To further share the DrDenim feeling, there are features such as a DJ station, coffee bar and Insta-wall with a backdrop of fractal patterns. The store is the perfect place to find your new jeans or simply to enjoy hanging out with friends.