It is our firm opinion that everybody needs good basics. And we are talking about quality here, not about clothes from the throw-away generation of clothes.

I Dig Denim is a brand from Sweden, created by Hanna Clavegard in 2009.

Quoting Hanna: “I have always loved jeans. Everything from the character of the fabric, to how it can be shaped and adapted according to style and taste. Denim is timeless, easy to wear and practical. With my brand I want to give children and women what I love – personal clothing that are made to feel comfortable in. It’s simple, I dig denim.”

The items from this brand are well-made, durable, well-fitted, coming from a company not producing in Europe, but operating under a strict code of ethics, similar to the one we are following as a retailer, when choosing our brands.

It is a persistent myth that children grow too fast, that clothes don’t fit long. Usually, kids clothes are used (intensively, yes, and this is why quality is important, too, because they are worn and washed all the time) during a fair amount of time, sometimes a very long amount of time. Maybe the most delicate part of clothing are pants, as kids (specially boys we hear) tend to tear the pants a lot (and that can be a problem!), but if you buy your clothing in the right size, usually we find it to last and get appreciated for long enough. And if in good condition you can still hand it over to family and friends!

As a shop-owner, mother and consumer, i find it it worth the effort buying the “good” items, buying less, but buying better quality, buying from smaller brands and retailers, but buying something special.And I Dig Denim are definitely “good items, that feel well, look well, and last for as long as they need to!

Please enjoy I Dig Denim! (our selection is available here, at our online shop)