Rope Dye Crafted Goods
Shop

Shop Review: A small Jeans Company

Shop Review: A small Jeans Company

Hardcore denim stores can be intimidating for the uninitiated.

This certainly isn’t the case with Copenhagen’s newest denim shop A small Jeans Company (ASJC). Tempted by the offer of coffee, and the obligatory Danish pastries, I met up with owner Carsten Frederiksen for an interview.

A small Jeans Company is a very personal project for Carsten.

As its name suggests he wants to keep things, well, small. His background, however, is working in sales for large brands such as Tommy Hilfiger and Tiger of Sweden in the more formal tradition of gents’ tailoring. As Carsten admits though,

“When working with formal wear I started realizing that clothes go way deeper. Suddenly I found myself much more drawn to denim.”

Carsten has observed how most end-consumers know that tailoring, the combining of fabrics and fits, is a sort of science. As he argues, the same counts for denim in general. What really triggered Carsten is denim’s longevity: a place where denim beats formal wear any day.

“Personally I prefer a mix of denim and formal wear. Add a leather jacket and I’m a happy guy.”

NEW UTILITY

Indigo, Craftsmanship, Stories

Talking to Carsten, it’s clear he applies formal tailoring’s high standards to what he stocks at ASJC. Yet, his relaxed attitude informs what he wants to achieve with the shop,

“We have no ambition of becoming a big jeans company or getting rich and famous. We focus on providing good, long-lasting stuff for our customers: we prefer products before branding.

When I opened up I thought well-known commercial brands were important. Luckily they are not. The end-consumer has become much more aware of what they’re buying. Therefore we focus on production, country of origin, fabrics and brand DNA.”

This means brands such as Tellason, Pace Jeans, Tanner Goods and Lewis Leathers take precedence over more commercial fodder.

ASJC’s motto is Indigo, Craftsmanship, Stories. The provenance and quality of a garment is more important than than the branding it carries – perhaps a surprising approach for a shop only a stones throw form Copenhagen’s main shopping drag ‘Strøget.’

To his credit, Carsten is not interested in compromising on the quality of what ASJC stocks,

“Quality denim is for me a solid and clean product in every detail. With this I mean what is the purpose of making a fantastic heavy ounce denim then putting in cheap buttons or compromising on pocket lining or rivets?”   

NEW UTILITY

Starting any new business is hard and mistakes are easy to make. Despite the shop’s central location traffic flow has been one of ASJC’s biggest challenges,

“Copenhagen is a big city and knowledge (of us) is still small. We are growing every day and becoming more settled. Customers come back and that is a good thing!”

Carsten is candid about the initial difficulty getting the mix of brands right, but argues the shop will benefit from it in the long run,

“A small Jeans Company will only get better and more interesting for denim orientated guys.”

NEW UTILITY

A ‘small’ Passion

Despite these challenges, after working for the big boys A small Jeans Company represents a refreshing change, with Carsten’s motivation stemming from doing something he genuinely loves,

“I’m doing this now and hopefully for the rest of my life. I have had good jobs and been happy about them but this career choice is by far the best decision I’ve made.”

So what brand is he most proud of? Carsten acts as an agent for the Swedish brand Pace Jeans, so they’re perhaps not a surprising choice. However, I get the sense he means it,

“I love the way their denim ages and they don’t compromise on quality. The philosophy of keeping pace and moving on is fantastic. On a bad day I would prefer a less visible stitching on back pockets. But that’s how it is with visual branding I guess. At the moment the PX-04 from Pace is keeping my legs warm.”

With regard to breaking his own jeans in Carsten doesn’t have any special routines, preferring to simply break his jeans in from dry,

“For me it’s all about getting them on and when they don’t work anymore it’s time for a change.”

For his customers, Carsten recommends they have patience and simply just wear them whatever they are doing. In his opinion it is up to the single person if they want to rub their dirty hands in them, work in the garage or garden – or even wash them (always inside out) because they have an office job.

NEW UTILITY

Carsten brings a life-long passion for clothing to A small Jeans Company, and it seems to be working for him. Copenhagen shops are not known for friendly customer service, so vibe in ASJC is good news for Danish denim-heads. As Carsten says,

“I don’t expect for people to be blown away but if they don’t find it relaxed and feel welcome for shopping or hanging out – then I am doing something wrong. “

There’s normally always a pot of coffee on and regular beer evenings, so if you’re after some new denim why not pop in for a chat? If you can’t make it, check out ASJC here.

All images © Mark Larner

 

 

Related posts

Berlin’s 14 oz. Opens Its Virtual Door For Online Shoppers

Matt Wilson

Shop Review: Self Edge – NYC

UshowU

Editorial | Marc

19 comments

Avatar
vpn coupon 2024 April 7, 2024 at 20:07

Fantastic site you have here but I was wondering if you
knew of any community forums that cover the same topics discussed here?
I’d really love to be a part of group where I can get feed-back
from other knowledgeable people that share the same interest.

If you have any suggestions, please let me know. Appreciate
it!

Here is my page; vpn coupon 2024

Avatar
Williamlef April 20, 2024 at 19:22

best india pharmacy https://indiaph24.store/# india pharmacy
reputable indian online pharmacy

Avatar
FloydSuige April 20, 2024 at 19:46

mexican border pharmacies shipping to usa: Online Pharmacies in Mexico – buying from online mexican pharmacy

Avatar
FloydSuige April 20, 2024 at 22:50

mexican mail order pharmacies: mexico pharmacy – medication from mexico pharmacy

Avatar
Williamlef April 21, 2024 at 02:51

top 10 online pharmacy in india https://indiaph24.store/# top online pharmacy india
п»їlegitimate online pharmacies india

Avatar
RickyAparf April 25, 2024 at 18:50

legit canadian pharmacy Prescription Drugs from Canada certified canadian pharmacy

Avatar
RickyAparf April 26, 2024 at 01:44

best india pharmacy buy medicines from India best india pharmacy

Avatar
DavidBok April 26, 2024 at 07:45

common side effects of tamoxifen tamoxifen side effects forum nolvadex d

Avatar
RandallOrete April 26, 2024 at 13:16

ciprofloxacin 500mg buy online: ciprofloxacin over the counter – buy cipro cheap

Avatar
Williamnon April 26, 2024 at 13:27

http://cytotec.club/# cytotec pills buy online

Avatar
DavidBok April 26, 2024 at 14:25

cheap propecia without insurance buying propecia cost of propecia without insurance

Avatar
DavidBok April 26, 2024 at 21:30

tamoxifen side effects forum pct nolvadex tamoxifen 20 mg tablet

Avatar
Williamnon April 26, 2024 at 22:34

https://cytotec.club/# Cytotec 200mcg price

Avatar
RandallOrete April 26, 2024 at 22:43

where can i buy cipro online: purchase cipro – cipro pharmacy

Avatar
RonaldBit April 27, 2024 at 00:40
Avatar
DavidBok April 27, 2024 at 03:47

cipro online no prescription in the usa buy ciprofloxacin over the counter ciprofloxacin order online

Avatar
Williamnon April 27, 2024 at 06:20

http://cytotec.club/# buy cytotec pills online cheap

Avatar
RandallOrete April 27, 2024 at 06:38

tamoxifen rash pictures: tamoxifen bone density – nolvadex half life

Avatar
DavidBok April 27, 2024 at 10:31

lisinopril 12.5 mg price lisinopril 2.5 mg price lisinopril 102

Leave a Comment