To Dr Denim, jeans are not just an incurable passion. Jeans are also a science. A science based on deep knowledge of denim, washes, patterns and denim history. Understanding gut feeling and intuition is also critical to Dr Denim. This philosophy has characterised Dr Denim since the beginning in Göteborg in 2004.

Dr. Denim’s Spring Summer 2011 collection blends a modern take on denim history with a fashion range conveying a sense of intellectual simplicity built on modern classic looks. Guys, look out for the tight jeans with cargo pockets with washes inspired by the 80s and 90s as well as casual chinos. Dr Denim for women also includes superskinny jeans, casual chinos, lace, loose-knitted tops, transparent blouses and soft dresses. Dr Denim arrives in white, grey and white along with tones in powdery beige and blue. Over-sized tops and military inspiration are the key trends or as they say; “It is a matter of life or denim.”

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