Filled with an unrelenting love and passion for denim, Jens Olav Dankertsen established and launched Livid Jeans in 2010 as a small artisan denim brand based in Trondheim, Norway. The jeans are made by hand with the use of a handful of industrial machine and in an old fashioned way that lends the brand a rustic, yet refined, sense of character.
After an eight month development period and their first jean selling in May 2011, the concept and brand of Livid Jeans quickly began to spread and orders started piling up. Due to their clean and purposeful use of superior selvedge denim from Kuroki Mills, Japan and the Cone Mills, USA, it comes as no surprise that Livid has been so widely embraced by enthusiasts at home and abroad.
Aside from meeting the day-to-day needs of running a hand-made jeans company, the next step involves scaling the operations to cope with growing demand and be able to produce and ship abroad. Among numerous measures to resolve these challenges, they’ve added a new member to their team and also launch a limited Retail Line.
We’ll dive into this and other facets of Livid at a later date, but in essence, the Retail Line is a batch of denim limited to 400 pairs of denim. What makes this line a little more special is that they’ll also be running a project in tandem which will document each wearer’s journey, called “The Inside Story“.
Each customer is encouraged to wear a new pair for eight months straight and send them the resulting photos as of October 1st, 2013. The winner will be chosen the next month and the subsequent batch of Livid Jeans will be reproduced bearing an imprint of the winner’s history and name inside the pocket lining.
At this moment too, Livid is working on a new website which will include a fully functional store to present their full range of garments and products in granular detail. Upon website launch, shipping abroad will also no longer be an issue, and the new medium will serve as a platform to bolster the company to bigger and better opportunities.