“Every day is a denim day” is the motto of the jeans brand Dr. Denim. In the store on Magasinsgatan in Gothenburg, the contrast between light and dark is consistent – from the checkered stone floor, the denim-blue ceiling to light plywood against carbon black fiberboard. To spread the Dr. Denim feeling with the customers, there are also features such as a DJ station, coffee bar and insta-wall with a fractal-patterned backdrop.
