Words by

Savannah Anand-Sobti

Jeans, for many, are a crucial element in the everyday wardrobe. Behind each label there’s a crew of women and men evolving season by season to create the perfect pair of jeans for us.

With Surf Stitch's newest video series The A-Z Of Denim, we go behind the scenes to meet the brainchildren, essential makers and doers of a number of beloved labels.

Hailing from Gothenburg, Sweden, Dr Denim has quickly become one of Australia’s go-to denim label. The family-owned brand is the product of a passionate team who design, create, test and test again each denim style.

In this clip, Australian brand manager Dan Brassett and distributor Mattias Friberg take us on a brief journey of the brand, to a soundtrack of Crystal Love off Burn Antares’ new EP.

Watch this episode of A-Z Denim to get a glimpse into the world of denim and for more visit their website.


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Get in loser, we’re going shopping.
On the never-ending quest to create the perfect fitting jean.
Keeping it minimal and just the way we like it.
And they’ve enlisted Petra Collins, Alicia Keys, Joan Jett and Erin Wasson to help them do it.
Sweden, you’ve done it again.
"Behind every great woman is a great pair of jeans."
Denim in acid wash and vintage blue perfection.
It’s a struggle. Here’s hoping that this will make it all easier.
Denim this wide should be an endangered species.
The hamburger of hamburgers is getting its own fashion line.
Linen and denim, need we say more?
It's General Pants Co. and it's vintage.
The ultimate addition to your wardrobe staples...in more ways than one.
Our one stop shop for when luxury meets necessity.
Dark, brooding and a little stand-offish.
G Star Raw launches at Melbourne's Emporium.
Sending Swedish design from Sydney to Melbourne.
It’s ruffling our feathers.
Wrangler are getting us excited for summer and caravanning.
Butt-hugging pieces of denim nostalgia.
Denim in summer is always a bit tricky. Nobody Denim nail it with their Reflections SS14 collection.
RE/DUN handpick jeans from vintage rag houses across America and rework them to make jeans that are as individual as you.
How can one lookbook be reminiscent of so many different areas of popular culture?
Alexa Chung has announced on Instagram that she will release her first fashion line. FINALLY!
Bass-eeek, bas-ik, or base-ic...however you like to say it (keep in mind the proper pronunciation is base-ic), the iconic...
Cheap Monday wants to sell you stuff for cheaps.
We’re mad for denim — espe­cially when Wran­gler are involved.