Tenue de Nîmes

L'Équipe Nº3 - Gilmehte Jeansa - Sebastian Skarp

July 24, 2009

During the Dutch Fashion Week in July of 2009 Denim Inspired Boutique Tenue de Nîmes presents "Gilmehte Jeansa", an exhibition with Swedish photographer Sebastian Skarp and the Denim Demon brothers Oskar and Anton Olsson. “Gilmehte Jeansa” means frozen jeans. It refers to Project Ware Outs by denim brand Denim Demon in which the founders discover the origin of the Samí people, a community based in the north of Scandinavia that makes a living by keeping reindeers.

During a 3500 kilometer trip Stockholm based photographer Sebastian Skarp made an extraordinary image report of the Samí way of life in Northern Scandinavia. Together with the Denim Demon brothers Anton and Oskar, Skarp presents a unique portrait of their family forefathers. The exhibition shows the way the Samí work on the raw Scandinavian countryside, how they are established and of course how they live their puristic life's with large amounts of reindeers that form the basic principle of the Samí nation.

With Project Ware Outs the Olsson brothers go back to their own Samí origin. They asked their Samí relatives to wear their Denim Demon (dry) denims 24-7 for their work in the field with one mission: to send a monthly update on how the jeans evolve due to the Samí lifestyle. Anton and Oskar took Stockholm based Sebastian Skarp with them to give the rest of the world a glimpse of the Samí life. This way the Olsson brothers could get closer to their family heritage and show the world more about this unique culture. The results of the worn-in jeans will become Denim Demon’s future prototypes for their new washes. The new styles will carry the names of the Samí people that created them, so don’t be surprised to wear a Per Guttorm or a Jan-Olaf Ellebrink in the near future.