Dr. Denim

nim’s collections are designed to be lived in, encouraging responsible rewear and reuse. The brand’s ethos is rooted in authenticity, durability, and a commitment to making denim accessible for everyone, without compromising on style or quality. With a strong family legacy in denim manufacturing, Dr. Denim continues to innovate while staying true to its core values of denim and good times.

Philosophy

Dr. Denim believes that denim is a serious business, but life isn’t. The brand is dedicated to creating timeless, staple fits with obsessive attention to detail and extraordinary craftsmanship. Dr. Denim’s philosophy is to make denim accessible, affordable, and enjoyable for everyone, encouraging responsible rewear and reuse. The brand’s collections are inspired by global streetwear and subcultures, and are designed to be lived in, not just worn for a season.

Sustainability

Commitment: Dr. Denim is committed to sustainable production methods, including the use of recycled cotton and working with manufacturers who minimize waste. The brand’s focus on durability and longevity encourages responsible rewear and reuse, setting it apart in an era dominated by fast fashion. Practices: Use of recycled cotton in denim production; Collaboration with manufacturers that minimize waste; Designing garments to last, reducing the need for frequent replacements

Founders

Alexander Graah, Background: Co-founder, CEO, and Creative Director of Dr. Denim. Holds an MA in Economics & Management from Oxford University. Has a deep-rooted passion for denim, inherited from his father, and is responsible for the brand’s creative direction, product development, and strategic growth. Alexander is also actively involved in design, brand communications, and sustainability initiatives.. Johannes Graah, Background: Co-founder and handles logistics for Dr. Denim. Shares Alexander’s passion for denim and attention to detail. Johannes plays a key role in the operational side of the business, ensuring smooth supply chain and product delivery.. Morten Graah, Background: Father of Alexander and Johannes, and a third-generation denim industry veteran. Morten has been a key player in the European denim scene since the late 1970s, introducing stonewashed denim and Japanese brands like Edwin Jeans to Europe, and bringing G-Star Raw to Scandinavia. He operates his own garment and production agency and is responsible for sourcing denim for Dr. Denim.

Background

Dr. Denim was founded in 2004 in Gothenburg, Sweden, by brothers Alexander and Johannes Graah, with the support of their father, Morten Graah. The brand started as a garage project, driven by a passion for denim and a desire to create authentic, high-quality jeans that were affordable and built to last. The Graah family has full ownership and creative control, and the brand has grown into a global presence with a strong online and retail footprint. Dr. Denim’s roots in the denim industry run deep, with Morten Graah’s legacy in denim manufacturing and innovation shaping the brand’s direction.

History

Dr. Denim was born in 2004 as a response to the over-designed, over-hyped, and over-priced denim market. The brand quickly gained recognition for its commitment to quality, affordability, and timeless style. Over the years, Dr. Denim has expanded its reach to over 25 markets worldwide, with a strong online presence and a growing community of denim enthusiasts. The brand has celebrated milestones such as its 20th anniversary in 2024, marking two decades of crafting denim that stands the test of time. Dr. Denim continues to innovate, blending classic designs with fresh updates and eco-friendly materials.