Denimbirds

These past weeks we've all been a little more scantily clad in our summer attire. Gone are the polo-necks and winter clothes, relegated to the back of the wardrobe. Out come the cute vest tops and floaty dresses. And let's face it, in 21 degreeplus heat, thick jeans have taken a back-burner to some cool cotton shorts perhaps? But as the cyclical nature of our calendar suggests, autumn is nigh, and a good pair of jeans will be a must-have. Yet nobody particularly relishes the idea of trawling the shops for a new pair of jeans. What even is the perfect jean? Regardless of whether you're skinny or plump, short or tall, apple or pear-shaped, it can be an aggravating process. Despair not, all is not lost, help is abreast, and flying our way courtesy of Denimbirds.


"For John Lennon, Yoko Ono was a real bird - independent, strong and with a free spirit." This is the very philosophy behind Swedish label Denimbirds. "Clothing," it continues, "should be fun and creative, a way to feel free in body and soul."

This relatively new label, a ladies-only line, is little sister to famed and long-established Swedish denim label, Nudie Jeans, and has seemingly been inspired by Yoko Ono. The way Denimbirds present themselves as a complete brand (adverts, logos, labelling), illustrates the fact that they endeavour to conquer a niche market, with their elaborate denim qualities and subtle branding, The Denimbirds look appeals to a customer segment with a preference for the exquisite understatement. Denimbirds (and big brother Nudie Jeans) are no collections for fashion victims who prefer to swagger around with labels and logos. It takes a more subtle approach to fashion to be able to understand and appreciate the lifestyle of this brand.

Though of only modest years, Denimbirds have proved themselves as one of the leading European denim designers and are quickly emerging as one of the world’s most popular and exciting jeans producers. Although designed in Sweden, the jeans are made in Italy, tops are made in Portugal, and there are stores in 19 countries worldwide. They are unique in their dedication to denim and their product is exceptional in both fit and quality.

The Denimbirds philosophy is to empower women with a sense of independence and self-love. "The Denimbirds collection doesn't follow any specific trends, nor has it anything to do with fashion or effects. Far from the half naked models in glossy magazines there is an ambition to create clothes for individuals rather than objects. Denimbirds is made for all females who like and accept their own bodies and prefer to dress like individuals, rather than following the skinny preference beauty".

A laudable philosophy for sure! Perhaps with this enigmatic viewpoint in mind, designer Maria Erixon has included in Denimbirds' 2006 Spring/Summer collection eight different pairs of underwear - don't panic, they are not made from denim.

The hip-hugging briefs come in a variety of different colours and bold prints, including, keeping in with the 60s theme, paisley and a few flower power worthy florals. For those who like it simple, there are four solids to choose from also. There are also ladies' tank tops in similar styles, so underclothes aficionados can mix and match.

From dresses and shirts, to jeans and jackets, Denimbirds has a vast selection of simple yet appealing clothes. Their hallmark "dry" jeans (that is, dark, unwashed denim) will mould and contour to your unique curves and shape, and it is recommended that you wear them as much as possible before washing them, to really get to grips with the shape. The selection of tops come in mostly muted colours which are sure to suit most buyers, and for the more dangerous living amongst us there are the bolder and brighter prints. There is also a collection of retro leather jackets that would pair up nicely with a pair of jeans for a winter's stroll.

And for those of us who like to shop on the web, the Denimbirds site is also fantastic. Not just because of the aforementioned products on sale, but also graphically. It makes great use of flash features, and the turning of each page is signified by the arrival and flight of a large bird's profile.

There are a wide variety of sultry images to see how the clothes appear on. On the Fit Guide, you can see how their different cuts sit on a body (rather than what size will fit your body), whilst you can also get the model to rotate and see the image from all angles.

So forget the thought of a stressful purchase, the Denimbirds will provide even the most anxious consumer with plenty of inspiration for a peachy behind. A fantastic range of easy-to-wear, relaxed clothing. Who said Ikea was the best thing to come out of Sweden?