The name Denim Demon doesn't exactly suggest blocked camo as a key print, but that's exactly what the Swedish label has come up with for Spring Summer 13. Taking the army's M90 Splinter camouflage-geometric shapes and solid blocks of navy, beige, dark and mid green-as inspiration, the denim brand has produced three pieces in the very modern print. The lightweight parka, dapper button up shirt and casual shorts make for pleasant viewing individually, one can only imagine the vision should they team up.
Founded by three brothers and their father (Oskar, Anton, Patric and Kjellåke), the business began from a county less than a mile from Sweden's capital called Jämtland, home to the Sami people. Handmade clothing is one of the key businesses of Sami people, as are handicrafts and reindeer herding, jobs which continue despite temperature drops as low as -40 degrees. Each and every item that the double D team come up with takes note of this need for durability, hence their family test run the collections. Camo included.