After 20 years of experience as a jeans producer, fashion distributor, graphic designer and music composer, all-rounder Bo Bech-Nielsen, who always dreamt of the perfect jeans brand, created his own label ‘Superjeans of Sweden’.  “After many years producing for other brands, I founded Superjeans of Sweden. My aim was to produce high quality products that are manufactured by real experts in Europe and not through child labour. My aim is to offer a real denim product, made of our own developed fabrics and designs. The value for many is very important for me,” explains Bo Bech-Nielsen, owner of Superjeans of Sweden.
Superjeans of Sweden, Photo: David Gabrielron
Superjeans of Sweden, Photo: David Gabrielron

According to this, the designer and his team develop and design their own fabrics to guarantee high-quality denims of 100% cotton. Working together in little teams, the brand’s production takes place in small factories in Portugal and in some parts of Turkey. Moreover, the brand’s philosophy is to work and produce as environmentally friendly and responsible as possible, including recycling by reusing the water of its Indigo washed jeans for T-shirts.

Inspired by vintage classics and the Scandinavian style, Bo Bech-Nielsen, who describes himself as a denim nerd, launched his first collection in 2013, introducing Emma, a slim fit model for women, and Johan, a regular fit for men. Today, the label offers a collection with jeans in different washes, denim shirts and jackets, alongside with jersey shirts of organic cotton and knits of cashmere.  The label offers two collections per year that are completed with flash programs.  The price range for a pair of jeans varies between €150 and €180.
Superjeans is sold throughout 100 retailers in Scandinavia, including their own store that was opened in Malmö, Sweden in 2014. As of summer 2016, the label will also be available in Germany.