Anti Sweden: Jeans brand plays with rivalry in their designs

Anti Sweden: Jeans brand plays with rivalry in their designs

Anti Sweden: Jeans brand plays with rivalry in their designs

#1635 / 0
Anti Sweden 2010 Anti Sweden 2010
Anti Sweden 2010 Anti Sweden 2010
Marius Tharaldsen and Elin Almlid for Anti Sweden 2010 Marius Tharaldsen and Elin Almlid for Anti Sweden 2010
Marius Tharaldsen and Elin Almlid for Anti Sweden 2010 Marius Tharaldsen and Elin Almlid for Anti Sweden 2010
Marius Tharaldsen and Elin Almlid for Anti Sweden 2010 Marius Tharaldsen and Elin Almlid for Anti Sweden 2010

Oslo – A Norwegian jeans brand has launched a new campaign based on rivalry with neighbouring Sweden, by inviting customers to swop their Swedish jeans for a recycled, rebranded model: Anti Sweden.

‘There has always been a slight rivalry between our two countries,’ Anti Sweden co-founder Kjetil Wold tells LS:N Global. ‘We wanted to challenge all the jeans brands popping out of Sweden at the moment, we wanted to create something that was genuine.’

Customers are encouraged to hand in their Swedish jeans, by brands such as Acne, Cheap Monday and Nudie, to be redesigned with illustrations by cult artist Justin Bartlett, which incorporate metal pins, dark scarves and metal thread. ‘We set out to put rebellion back into jeans by using Norway’s strong heritage of true black metal,’ says Wold.

The label’s future plans include customised clothing made out of recycled Swedish jeans that clients will be able to trade in for a discount at its Oslo store.

Discover More News
AirCar readies for launch, ushering in an era of casual air mobility

News

AirCar readies for launch, ushering in an era of casual air mobility

Slovakia’s Klein Vision has announced that its AirCar – a road-legal vehicle that converts into a certified aircraft in under two minutes – will be...
Mobility : Air Travel : Transport
Foresight Friday: Seyi Oduwole, foresight analyst

News

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Foresight Friday : Gen Z : Gen Beta
British Gen Alphas are listening to CDs and vinyl

News

British Gen Alphas are listening to CDs and vinyl

Nearly half of Generation Alpha are turning to physical music formats, according to new research from Key Production.
Gen Alpha : Music : Media
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN