Their belief is that what you wear reflects your personality and they think it’s important that you feel comfortable in your clothes. Therefore, they have carefully considered every detail and their collections for kids are characterised by good quality, perfect fit, and unique washes.
The inspiration comes from the wild elements of the Swedish west coast – the sea, rocks and open skies – which are ever present and reflected in the colour schemes and fadings of the fabric. The collections are based on denim and completed with pieces in soft fabrics and shapes. Each I dig denim piece is characterised by a strong sense of style, with a clearly relaxed and carefree expression.
I dig denim stands for a natural yet cool look.