A Swedish family business

The Graah guys

Dr. Denim is a jeansmaker from Sweden who made it into a personal quest to be the global cure for half-baked denim. Since 2004, we supply great jeans that everyone can afford by being ingeanious in an over-priced and somewhat boring denim industry.

The two founding brothers of Dr. Denim, Alexander and Johannes, share an MA degree in economics & management at Oxford University, their extreme attention to detail and their never ending obsession with denim. 

The passion for denim was naturally inherited from their father Morten who's been a key player in the European denim industry since the late '70s. He brought stonewashed denim to Europe, as well as the Japanese brand Edwin Jeans, and then introduced the Scandinavians to G-Star Raw. All while operating his own garment and production agency.

Ever since Dr. Denim's launch the Graah family have had full ownership of the company, they helm the brand's creative expression, the product development and they set the strategic direction with full force into a new digital decade of delivering great jeans experiences.