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Inside the brand Jeanerica

Inside the brand Jeanerica

Inside the brand Jeanerica

Denim is what the founders of newly launched Jeanerica brand love above most other things. Denim is also the field in which both founders have their footing and background. Jonas Clason used to be Head of Denim and special projects at Acne, while Lena Patriksson is the founder of the PR agency Patriksson Communication, an agency which represents well known fashion brands as clients and have offices in several larger european cities.

We like what the good folks at Jeanerica are up to and thus invited co-founder and designer Jonas Clason for a conversation about inspiration, creativity and the daily tasks of running a sustainable denim brand.

Denim is what the founders of newly launched Jeanerica brand love above most other things. Denim is also the field in which both founders have their footing and background. Jonas Clason used to be Head of Denim and special projects at Acne, while Lena Patriksson is the founder of the PR agency Patriksson Communication, an agency which represents well known fashion brands as clients and have offices in several larger european cities.

We like what the good folks at Jeanerica are up to and thus invited co-founder and designer Jonas Clason for a conversation about inspiration, creativity and the daily tasks of running a sustainable denim brand.

Hometown: Skara, a small town in the western part of Sweden.
Residence: Vasastan in Stockholm since 1989.
Drink of choice: Negroni
Favourite meal: If it was my last one it would be Peking Duck, but on a daily basis I like pretty much everything except broccoli.
How do you take your coffee?: Cappuccino in the morning, with espresso or white coffee during the day.
 
So, could you start by telling us a little bit about who you are and how you came into the role of designing clothes?  

I have been close to the business of fashion, since I was a child as my grandfather had a trouser factory and a retail shop to go with it. Later on, my father took over the shop and added on a Benetton franchise shop, with me always working on weekends and during the holidays, whilst building a firm interest in clothing. When designing or even better, creating brands, the exciting part is always to create something tangible out of an idea in your head or a discussion you've had with others.

How do you describe Jeanerica to other people?  

As a brand that makes contemporary premium denim commodities made out of sustainable high-quality fabrics with high execution.

 
"We wanted to combine the classic ”Americana” with a modern european look, respecting the past but putting the brand, packaging, fits and fabrics into a contemporary context."
 
"We wanted to combine the classic ”Americana” with a modern european look, respecting the past but putting the brand, packaging, fits and fabrics into a contemporary context."
 

Where did you look for inspiration when you first started Jeanerica?

It was really a personal matter since we felt that we couldn´t find the kind of denims we where looking for anywhere. We wanted to combine the classic ”Americana” with a modern european look, respecting the past but putting the brand, packaging, fits and fabrics into a contemporary context. So, the inspiration is not one but rather a number of different ones merged together into Jeanerica.

How do you see the long term ambition for the brand?  

To stay true to the brand's DNA and to keep designing and developing denim related products distributed through premium channels. To set Jeanerica on the scene as a relevant denim player within the international fashion market and to further investigate how we can be more sustainable when it comes to both fabrics and finishes.

What things are essential to keep you motivated - both in your worklife and in your life outside of work?

To be able to balance work time with personal life which obviously is the hardest thing to do. During my work, I really love being at the factories and washing houses, and I find a lot of inspiration exploring what can be done and trying to find new ways of doing it.

What do you get up to, when you are not designing clothes?

Normally, these days escaping to the country side, spending time with my family. When I am home in Stockholm, it is playing paddle tennis with old friends from outside of the fashion industry and then all the normal activities; cooking, travelling, skiing, drinking wine.

 

What do you think we do well at Goods?

I think you say it all when your homepage launches: ”a personally curated selection of quality Goods”. For me, Goods has the strength of staying true to the above sentence, the store and the selection of brands. Your product feels very real, grounded and curated by you.

And lastly, would you like to recommend anything that we should be checking out?

It's raining cats and dogs and being 10 degrees outside in May! So the only thing I can think of is going back to surfing in Santa Teresa, Costa Rica. But, if you need to come to Stockholm don´t miss Mattias Dahlgren's Matbaren."