Brand Progression
Denim Demon
It all started on the 17th December 2006, when Denim Demon released 286 numbered pieces of jeans in the style Aajja Raw Selvedge. Solo, a chain of retailers in Sweden, bought the whole lot and sold out in just two weeks. It wasn’t until 13 months later Denim Demon jeans was officially launched, but since then things have moved fast.
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