Finding that perfect pair of jeans can feel like a never-ending quest. But fear not, denim devotees! The founders of Jeanerica, Jonas Clason and Lena Patriksson, are here to share their expert advice on navigating the world of washes, fits, and trends to help you land on your ideal denim soulmate.
Wanting a new pair of jeans is one thing, but getting your hands on the perfect pair is another. Made much easier thanks to some great advice from Jonas Clason and Lena Patriksson, founders of the Jeanerica brand.
Avoid following trends
One day, baggy jeans are all the rage. The next, flares are the new favorite, while during the 2010s, skinny jeans and cropped pants were the fashionistas’ favorites. Given the volatility of trends, is it really worth jumping on the latest style?
“Too often, women are more interested in what’s new than what suits them,” says Lena Patriksson. According to her, the mistake to avoid during a shopping trip is indulging your need to go with the flow. Focus on what suits you and think long-term!
Invest in a quality piece
“Denim is a beautiful fabric, so a pair of jeans can be kept for a decade, or even longer, if it is of good quality,” says Jonas Clason, who was the head of denim at Acne Studios before launching Jeanerica in 2018. “You can grow with your jeans; you also shouldn’t forget that they can be repaired or reused in another way. It is for these reasons that you shouldn’t be afraid to invest money in good jeans, because in the long run, they have much more to offer you than a cheaper model.”
Pay attention to the composition
As a customer, it is easier to denounce the flaws of the textile industry than to discipline oneself. Jonas Clason advises to “always analyze the composition of the materials.” Keep in mind that the mentions “organic cotton” and “recycled cotton” are good indicators. If you have the slightest doubt, ask the manufacturer to decipher the label with you, especially to help you determine if chemical elements, such as the chlorine used to bleach denim, are mentioned.
Furthermore, the composition also indicates the flexibility of the pants. “If you don’t like rigid jeans, then avoid 100% cotton models. Softer and more supple denims are made from mixed compositions,” explains Lena Patriksson. Finally, for those who are afraid of the material because of its rigidity, the blend of cotton and viscose promises a certain comfort.
Visualize yourself in the jeans before buying them
Lena Patriksson has a secret weapon: “My strategy, when I buy jeans, is to imagine myself wearing them to the office with a blazer, while walking my dog, when I’m doing my shopping… I want them to be suitable for all occasions and allow me to look stylish without appearing sloppy, no matter where I take them.” Worth noting.
Don’t forget that tastes evolve
Don’t be frustrated that you’ve grown tired of the jeans you thought were the love of your life. The founders of Jeanerica have experienced it themselves. “I bought overalls in 1997 because I thought they were really pretty,” recalls Jonas Clason. “Much later, I saw a photo of myself in those overalls and I was embarrassed. I swore I would never wear that type of clothing again! But, who knows, I might change my mind.”
Remember that there is a perfect pair of jeans even for those who don’t like denim
“One model in our collection always appeals to women who don’t consider themselves ‘denim girls’,” says Lena Patriksson. The model in question is the Bélem. With its slim cut and dozen color variations, it suits a wide range of body shapes.
Trust the denim specialists
The expertise of a specialist manufacturer is not insignificant. Jeanerica entered the denim market in 2018, a niche dominated by major, often American, brands such as Levi’s and Wrangler. The duo at the helm of the Swedish label confirms that fashion “didn’t need yet another denim brand” but maintains that it was keen to demonstrate the creativity of European specialists and their interest in sustainability.
From the supply chain to the creative director to the points of sale, Jeanerica strives to do everything possible to ensure that the designs meet the needs of the customers. “In our stores, the salespeople ask you what you’re looking for, the jeans style that makes you most comfortable, your tastes, and based on this information, they guide you so you can get your hands on the ideal model.” The quest for the perfect denim could well end there.
This article was originally published by on the Marie Claire France website
