Anti Sweden: Jeans brand plays with rivalry in their designs

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.