Anti Sweden Jeans launching Fashion Week in Hell

21 Feb '11

5 min read

The Norwegian jeans brand Anti Sweden Jeans is known for its rebellious identity and close relation to the black metal scene. As a protest against the established fashion industry, Anti Sweden will stage their own fashion week in Hell – in the county of Nord-Trøndelag in Norway. Anti Sweden Jeans and Fashion Week in Hell has already caught the attention of Mötley Crew, Steven Tyler and The Killers. Calico Cooper, controversial daughter of Alice Cooper, will now literally be travelling to Hell on earth to front the new Black Metal clothing line.

Rock legends are preparing for one hell of a fashion riot:

– We're tired of Swedish brands taking complete control of the Norwegian market. We're tired of fashion snobbery and toothless arenas for the exposure of Norwegian design. Now we want to launch our new collection on our own terms, says Kjetil Wold, founder of Anti Sweden Jeans. People fascinated by the dark and occult have for many years been drawn to Hell in Trøndelag. On Thursday 3 March the place will really be hell on earth when Anti Sweden launches "Fashion Week In Hell" to present their unique new clothing collection.

Calico Cooper who is central in her legendary father, Alice Coopers, show of sex, flames and rock and roll, is going to Hell in Norway to front Anti Sweden Jeans collection. Calico Cooper is educated as a ballet dancer, but is most famous as a controversial performance artist and model. The LA-based rock daughter is travelling to Hell in Norway to do what she does best – burn down the show.

– The Killers toured in our jeans when they wanted a darker, more edgy image, and both Mötley Crew and Steven Tyler from Aerosmith have shown great interest in our jeans. That Calico Cooper is now travelling to Hell, a remote place in central Norway, is a strong confirmation that Norwegian black metal culture, fashion and design has a strong appeal all over the world, says creative director in Anti Sweden, Kjetil Wold.

Anti Sweden Jeans was founded back in 2009 when customers was invited to bring their Swedish jeans to Anti Sweden's store in Oslo and get a pair of Anti Sweden jeans in return at the reduced price of 666,-Kroner . The offer proved so popular that Anti Sweden decided to go to Hell and burn the Swedish jeans and use the left-overs to design a special collection in cooperation with well-known Los Angeles based designer Tod Waters. This collection will be presented during Fashion Week in Hell together with Anti Sweden's new collection, designed by Karoline Bakken Lund.

– We live in darkness for large parts of the year. The darkness has inspired Norway's internationally renowned black metal community to capture the dark Nordic mind and rawness. This is where Anti Sweden finds its inspiration. Norwegian design is more than pastel colours and arts and crafts, and we want to prove that our clothes need no smell of the traditional Norwegian waffles to be noticed internationally, says Wold.

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