Dr. Denim: 20 Years of Crafting Timeless Denim and Good Times

Dr. Denim is celebrating its 20th anniversary in 2024, marking two decades of creating high-quality, accessible denim for a global audience. To mark this anniversary, we revisited our conversation with Alexander Graah, co-founder of the iconic Swedish denim brand, to reflect on the journey from humble garage beginnings to a global denim powerhouse.

 

Founded in 2004 by brothers Alexander and Fredrik in Gothenburg, Sweden, the brand was born out of a shared passion for denim and a desire to offer an alternative to overpriced, over-designed jeans and bland, low-quality options on the market. 

 

 

 

From its humble beginnings, Dr. Denim quickly became known for its commitment to craftsmanship, timeless style, and affordability.

 

Looking back, it’s hard to believe how far Dr. Denim has come from those early days. As Alexander Graah recalls, getting the brand off the ground was no easy feat:  “We didn’t have any financing, and we didn’t have much in the way of volume to bring to suppliers. At one point, we even had to go to the bank to convince them we were starting a jeans brand. They didn’t exactly buy into it at first. I remember leaving with a very skeptical look from the bank manager!”

 

Despite these early hurdles, Dr. Denim's belief in its mission never wavered, and that spirit of persistence continues to drive the brand today.

 

 

To commemorate their 20th anniversary, Dr. Denim has revisited its archives and reissued some of its most iconic pieces. Among the highlights of the 2024 Winter collection is the return of the Snap jean—first launched in 2004 and quickly embraced by the indie scene. This unisex skinny-straight fit, beloved by musicians, artists, and creative types, is making a comeback, along with select artwork from past collections. The anniversary release is a nostalgic trip down memory lane, reflecting the brand’s journey from Gothenburg garage to international denim powerhouse.

 

For the Graah brothers, the brand’s success has always been about staying true to their roots while continuously evolving.

 

“We wanted to create denim that felt authentic—something built to last, with a quality and style that didn’t rely on trends,” explains Alexander. Over the years, Dr. Denim has consistently focused on producing garments that stand the test of time. Their commitment to craftsmanship and sustainable production methods—such as using recycled cotton and working with manufacturers who minimize waste—has set them apart in an era dominated by fast fashion.

 

The anniversary collection is not just about nostalgia—it’s also about looking to the future. The brand’s 2024 release reflects a blend of timeless designs with fresh updates, including new cuts and eco-friendly materials. Dr. Denim’s focus on sustainability and durability is evident in every piece, whether it’s a classic five-pocket jeans or a new workwear-inspired style. The brand’s design process is rooted in a desire to create jeans that are as enduring as they are stylish. “We don’t design with trends in mind,” Graah says. “We create jeans that people will wear for years, not just seasons.”

 

Dr. Denim’s ethos of quality, sustainability, and timeless style has also fostered deep connections within its community. Alexander Graah still enjoys the quirky moments that remind him of the brand's grassroots origins. “It’s happened on a smaller scale through friends and friends of friends. We’ve built lasting friendships that started with a pair of jeans. Sometimes, I’ll spot someone on the street wearing our jeans and thank them personally for their support. Those spontaneous moments really keep us grounded,” he shares with a smile.

 

And then there’s the fun side of Dr. Denim, like their collaboration with Wet Dog Denim in 2024, a denim brand based in their hometown of Gothenburg. “We love doing small, intimate collaborations like this,” Graah says. “It’s about creative exploration and mutual support.” Their playful approach to partnerships doesn’t stop there—Dr. Denim has even teamed up with local pizzeria Pezzo Pizza for a fun, unexpected collab. “It’s about keeping things creative and having fun with the process,” Graah adds.

 

 

 

As Dr. Denim enters its third decade, the brand is focused on expanding its global presence, particularly in the U.S. market, while staying true to the values that have made it a success. Graah is clear about the brand's direction: “We’re not just in it for the short term. We want to be a brand that people trust—not only for quality denim but for a way of life that values craftsmanship and sustainability.”

 

Looking ahead, Dr. Denim is excited to continue pushing boundaries while remaining grounded in its roots. "We’ll continue doing the exact same thing we always have, only better," Graah says. "And we’ll keep having fun while doing it."

 

With a new collection that celebrates both the past and the future, Dr. Denim is ready for the next chapter—one where the spirit of timeless denim continues to bring people together, one pair of jeans at a time.