Weather-worn: Jeans brand hits nature trail

In late June the company’s design team placed jeans in three locations in Sweden: in the dirt on the west coast, in the woods close to Stockholm and on the roof of its office. ‘The jeans have been weather-worn since then,’ the designers explain. ‘The sunlight of long Swedish summer days, dirty autumn leaves and icy winter storms have shaped and created individual stories for each pair.’

The brand now has 30 numbered limited-edition pairs of Customized by Nature jeans on sale. They are available until March 15 from a tree house that was transported from Stockholm and placed in the Citadium department store in Paris.

As LS:N Global explores in our Wild Things micro trend, consumers increasingly search for experiences that are simultaneously ‘brutal and poetic, raw and calming, immediate and rooted in the primeval’.