Jeanerica Denim Brand Launch

last updated 13 August 2019

H&M isn't the only Swedish brand you should look to for amazing jeans. Jeanerica is a brand-new label out of the chic Scandinavian country, and we recommend putting it on your radar before the secret gets out. Founded by Lena Patriksson Keller and Jonas Clason, who also co-founded Whyred nd ATP Atelier, the brand is the perfect investment if you're looking for a new pair of blues. And with prices starting at $59, the jeans won't break the bank.

"The Jeanerica range features essential styles in perfect fits with understated details and expert washes," the press release reads. "Based on archetypal models, these styles are constantly refined and adjusted to stay true to denim's original function as a modern garment for everybody."

As for the campaign, the brand photographed local personalities without a stylist or hair and makeup teams. After all, who needs extra accoutrements when you've got perfect Swedish genes (and jeans)?

Scroll down to preview Jeanerica's new denim designs.

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Next up, get to know five other buzzy Swedish brands.

Opening Image: Jeanerica

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Erin got her start as a Who What Wear intern over 13 years ago—back when the site only published a single story per day. (Who What Wear has since increased that number twentyfold.) She graduated magna cum laude from USC, which is how she ended up moving to Los Angeles from her hometown of San Diego. In college, she also interned at Refinery29, where she was promoted to editorial assistant and then assistant editor. After nearly three years at R29, she came back to WWW in 2016, where she currently holds the title of Associate Director of Fashion News (as well as the unofficial title of resident royal expert—in case you haven't noticed her numerous Meghan Markle and Kate Middleton stories). She spends her days trying to incorporate her idols, Anna Wintour and Roger Federer, into as many stories as possible. Outside of work, she loves tennis, classic rock, traveling, and smothering her dog with affection.