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The brothers Alexander and Johannes Graah and their father Morten founded Dr. Denim 2004 in Gothenburg.  Every individual’s engagement and well-being is of greatest importance and run as a core through the organisation. The familiar and permissive climate creates a dynamic and personal atmosphere where the collective skills are highly recognised.

Dr. Denim's values are found in the company’s corners where community, innovation and development are leading lights.

Our most important piece of advice is to wash your jeans as rarely as possible. If you have only worn your jeans for a few hours, you don't need to throw them in the laundry. When they break, we encourage you to have them repaired, by a professional or by yourself (it's not that difficult) partly because it gives them a longer life but also because it looks great.