Hi, we are Denim Demon. To us, jeans mean so much more than an easy way to make a fast buck. We are about passion, culture and heritage. We believe that in order to do something genuine and sincere, it has to come from your heart; and since our own hearts originate from the Sami culture, this is where are our inspiration comes from and can be found throughout the Denim Demon range. When wearing our jeans, we hope you will feel as proud as we are and that you will appreciate the quality and the personality that comes with a pair of Denim Demon jeans.

The Denim Demon Team


It all started on the 17th December 2006, when Denim Demon released 286 numbered pieces of jeans in the style Aajja Raw Selvedge. Solo, a chain of retailers in Sweden, bought the whole lot and sold out in just two weeks. It wasn’t until 13 months later Denim Demon jeans was officially launched, but since then things have moved fast.

Denim Demon jeans were founded by Oskar, Anton and Patric, three brothers and their father Kjellåke, a true home grown family business. The family’s roots come from Jämtland, a county 700 kilometres north of Stockholm in Sweden. Jamtland is one of the main counties that the Sami people call home; although they stretch across Norway, Finland, Russia and Sweden. The Sami are one of the largest indigenous cultures in Europe with a history dating back over 2000 years. Reindeer herding, handicrafts and handmade clothing are the principle businesses. The Sami are inherently tough people who withstand the harsh conditions, in winter it is known to drop to -40 degrees celsius with only a few hours of daylight, but this does not stop them from tending to their herds.

Every item within the Denim Demon range draws its inspiration from the Sámi culture; it could be a button with embossed reindeer antlers, the three colors of South Sámi region, handmade horn features or just a simple red bar tack. Our objective is to give people more than just a piece of clothing; we want to give people a whole story. As our clothing is designed with the Sami in mind they need to be durable and hard wearing in order to withstand the rigors of Reindeer herding and living in such harsh conditions. The range is quality tested by our family while they go about their daily life of reindeer herding and working the land.

The Sami are a proud people and we are a proud denim brand. Make your own history and try some Denim Demon jeans. Don’t forget to send us some pictures of your worn in jeans, we will display them on our site and you too can be part of our heritage.