It is no secret that companies compete against each other but Norwegian Jeans brand Anti-Sweden has taken rivalry to new level - hence the brand name! The aim is to challenge Swedish jeans brand such as Acne and Cheap Monday. Anti-Sweden are asking customers to trade in their old Swedish jeans which will be redesigned but illustrator Justin Bartlett. Co-founder Kjetil Wold says:
"We set out to put rebellion back into jeans by using Norway's strong heritage of true black metal"
The illustrations will play on this by including metal thread and pins.
This is certainly one way of getting rid of competition and something a little different too...it will be interesting to see how Acne et al respond!
Kathryn x
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