Dance Tonight, Denim Tomorrow
This label is stuck to a pair of jeans made by French denim label April 77. Do they know that their slogan for Spring/Summer 2007 is the name of Orchid’s sweet 10″ from 2001?
Scandinavian street fashion is pretty interesting in comparison to what hip kids wear in north America. For example, while brands like Nudie or Cheap Monday or whatever else might be labels that certain people covet and whose products only a few people actually own, here, every other person in their late-teens or early 20s seems to be wearing Nudies or $400 Evisu jeans with cool selvage and terrible graphics. In a place like this where everyone is rocking what I’ve come to know to be next-level shit, it’s a little hard to tell what are the latest fashions in this country and exactly who is raising the bar. Then again, it doesn’t really matter.
What is most interesting though is how insignificant brands are. Besides H&M (which permeate this city in a serious way), it’s hard to find a pair of jeans anywhere for under $100 but Evisu jeans are still sold in what you might consider to be a Danish equivalent to Foot Locker. Also, the same person you’ll see wearing this fancy denim will also be seen wearing the same sneakers that your mom would probably wear if she was Danish. What seems to be the top selling sneakers here are not glow in the dark Nike Dunks or whatever (though people still rock these and Adidas) but this terribly made Kawasaki shoe that seems like a bad version of Chuck Taylors or something. You can find this sneak on bargain tables outside nearly clothing store and everyone buys them.
So, my dear North American comrades, next time you think about dropping $150 on a pair of European jeans, remember that if you were actually here, you’d probably be dressing like the half the 15 year olds on the bus.
On that note, I love the Cheap Mondays I was able to get for 200dkk (about $40 – no tax).
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