Dr.

Dr. Denim was founded in 2004 in Gothenburg, Sweden, by three brothers — Johannes, Alexander and Morten Graah — who grew up around the denim trade through their father, a figure in the European denim industry since the late 1970s credited with introducing stonewashed denim to Europe and bringing Japanese and European denim brands, including Edwin Jeans and G-Star Raw, into the Scandinavian market. The brothers, who came of age during the 1990s denim scene and collected vintage jeans out of personal interest, started Dr. Denim as what the company describes as a garage brand, aiming to offer well-made, well-fitting jeans at a more accessible price point than premium 'over-designed' competitors, while avoiding the low end of the market as well. The company remains family-owned and operated, based in Gothenburg, and has built out a broader casualwear range around its original denim focus, sold through its own e-commerce channels and stockists across Europe, Australia and New Zealand. In 2024 the brand marked its twentieth anniversary, framed by its founders as two decades built on consistent, durable denim design rather than seasonal trend-chasing.