The denim project


Seppälä is a Finnish high-street fashion chain and they wanted to update their denim offering. The Denim Project- brand was launched in the spring 2014 with a full range of women's denim jeans, vests, jackets,  dungarees and shorts in various fits and washes.

The Denim Project is a high-street denim fashion brand with Scandinavian roots. Special attention is paid to achieve best possible quality with affordable prices. The Denim project offers fashionable basic fits and washes as well as seasonal trends.

I was responsible for the concept development and design of the new denim brand. My design work included trend research, collection planning and product design and development. All washes and fits were developed by the in-house team and I created in-depth technical design templates for the fits, details, hardware and washes.

As the in-house denim expert at Seppälä I was also involved in the planning of marketing campaigns and provided trend and educational material for use in the Seppälä stores.