• photography Ellinor Sjöberg 

    fashion Ulrika Lindqvist 

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    all clothing Dr. Denim

    all underwear Sloggi

    Dr.Denim celebrates 20 years! An interview with founder Alexander Graah

    Written by Ulrika Lindqvist

    This year, Gothenburg-based denim brand Dr. Denim celebrates 20 years of redefining casual fashion. We caught up with founder Alexander Graah to discuss how the brand went from indie beginnings to becoming a household name, gaining global attention with stars like Harry Styles, and what's next for their future.

    Ulrika Lindqvist: Congratulations on 20 years of Dr.Denim! Please tell me a little about how it all started 20 years ago? What is your background and why did you found Dr.Denim?

    Alexander Graah: Dr. Denim was born in Gothenburg in 2004 as a true garage brand. Within years, the brand had become an explosively popular household name in its native Sweden, before subsequently going international. Now, twenty years since its founding, Dr. Denim products are sold across dozens of markets around the world and continues to produce some of the world’s finest denim garments at its price point.

    Dr. Denim was essentially born from the idea that we wanted to right some wrongs in the world of denim. With a focus on exceptional quality and longevity through craftsmanship and an obsessive attention to detail, we wanted to challenge the notion that you must pay through the nose to get hold of a great pair of jeans. I think it’s fair to say we were predestined to get into denim. My brother and I grew up around denim, collecting denim, breathing denim, and we’re third generation entrepreneurs in the fashion industry. We’re very much self-taught, never studied fashion design or anything like that – we’re both economists – but at the end of the day you get far by being determined and passionate about what you do.

    UL: I’ve heard that you are inspired by your father, Morten, what about him inspired you? 
    AG: Growing up in a family of small business owners teaches you something about being 100% committed to what you do, about the importance of building something independent that’s not subject to the whims of banks and venture capitalists who don’t care about what you do for a living. Morten is also the reason we encountered denim pretty much from birth. And he’s a bit of a weirdo, in a good way; he’s always taught us to go our own way and not care about what others think.

    UL: What would you say are the core values of Dr.Denim? 
    AG: The six of them are:
    Hard-working but easy-going
    Passionate
    Wry
    Unpretentious
    Honest & Authentic
    Detail-obsessed

    UL: Please tell us about the process in creating the FW24 collection?
    AG: Relatively speaking, our collections are timeless staple fits, so for us it’s a matter of spending time with our product developers reiterating until we have it right, tweaking fits, getting the little details right. There’s no shortcut. To celebrate 20 years in action, we’ve taken a deep dive into our archives to create anniversary pieces, a sort of a trip down memory lane with re-issues of denim and other things that brought us to where we are today. 

    You’ll find the return of our skinny straight unisex jean Snap which was launched in 2004 and quickly became the (un)official indie uniform of the 00’s and changed the Scandinavian denim landscape. We’re also releasing Dash - Stream Dry with detailing inspired by its 2004 ancestor, the Unagi. The point here is not to make a heritage denim product but to bring back some of the good stuff and provide a take on our not-so-brief history. The Annivarsity Jacket is exactly what it sounds like. A varsity jacket celebrating our anniversary, featuring artworks from past collections to celebrate what has been and will continue to be.

    UL: How would you describe the Dr.Denim customer?
    AG: Global consumers who appreciate responsible, long-lasting garments in ultra-modern but timeless fits at affordable price points. We have a pretty broad range of customers which is how it should be. Appealing to many, the brand has a two-way relationship with many denim-loving subcultures.

    UL: What have been the most challenging aspects these 20 years of Dr.Denim?
    AG: It’s inevitable that a lot of things happen over the course of 20 years. The entire landscape has changed. I mean, we used to work with a huge range of independent stores which are now long gone, replaced by e-commerce and highly complex logistics, so we’ve had to transform our business in a lot of ways which probably sounds easier than it is. These days, it sometimes feels as if we’re running a tech business as much as a denim business. What I mean by that is that fashion and craftsmanship are, of course, the core of what we do, but we’ve had to put enormous resources into tech around that core in order to thrive in the landscape as it looks today. 

    UL: Please tell us a memorable moment from these 20 years?
    AG: There was that one time when Harry Styles wore a pair of our jeans. It wasn’t a product placement or anything – just him choosing to wear jeans from an independent Swedish denim brand.

    UL: What are your plans for the future for Dr.Denim? 
    AG: We plan on continuing to do what we do because, by now, this is our way of life and part of our identity. As much as things have changed, we believe the need for what we do remains out there, not least with all those cheap disposable garments churned out by that site which shall not be named. Collectively we have to consume fewer and better things which don’t end up in a landfill after a few uses. I hope we can continue to inspire people in some small way to think about the purchases they make and appreciate the value of buying something that lasts.

    photography Ellinor Sjöberg
    fashion Ulrika Lindqvist
    hair and makeup Elva Ahlbin
    model Stella S / MIKAs

    all clothing Dr. Denim

    all underwear Sloggi

  • image courtsy of Hasselblad Center

    To the Moon and Back

    Written by Art Editor

    This year’s Book Fair in Sweden is all about space, a perfect backdrop to celebrate some of the most iconic photographs in history—those first steps on the moon. They were all captured with a Hasselblad camera. The camera not only gave us stunning images of the moon, but it also showed us Earth in a way we’d never seen before.

    “The exhibition is a short, four-day event, available during the Book Fair in Gothenburg. Don't miss it if you happen to be there!

    You’ll get to see some historic NASA photos, actual moon cameras, and learn about the fascinating story of Erna and Victor Hasselblad. Plus, we’ve got contemporary photo artists showcasing their own visions of space in all kinds of creative ways. The exhibition dives deep into our ongoing fascination with the moon—its beauty and how it reminds us of our smallness in the vast universe. We’re also shining a light on the historical exclusion of women in astronomy, as well as raising questions about the role of photography and truth during the 1960s space race. There are also works that explore today’s goals of using the moon to monitor Earth. 

    Hasselblad: Then and Now
    The Hasselblad  story all started with Victor Hasselblad’s grandfather, Arvid Viktor Hasselblad, who in 1885 secured the rights to sell George Eastman’s photography products in Sweden—later known as Kodak. Victor Hasselblad took things further, creating the famous Victor Hasselblad AB company with his wife Erna. Both were nature lovers, and Victor was one of Sweden’s first bird photographers. It was this passion and the need for a high-quality, flexible camera that led to the development of the Hasselblad camera in the 1940s—the world’s first medium-format camera with interchangeable parts.”

  • A Conversation with Frédéric Bondoux: Steering Grand Seiko's European Expansion and Balancing Tradition with Innovation

    Written by Jahwanna Berglund

    As the CEO of Grand Seiko in Europe, Frédéric Bondoux has played a pivotal role in expanding the brand’s presence across the continent. With a background in luxury watches and extensive experience managing international markets, Bondoux brings a unique perspective to one of Japan’s most prestigious watchmakers. In this interview with Odalisque Magazine, he reflects on his journey to Grand Seiko, shares his vision for the brand's future, and discusses how the company balances tradition with innovation while navigating an increasingly competitive luxury watch market.

    Can you share some highlights of your career journey and what led you to become the CEO of Grand Seiko?

    FB: I studied business administration in Lyon, France, and began my career with Omega in Switzerland, managing a part of the Asian market. After several years, I returned to France to lead Omega's French affiliate, where I stayed for 15 years. Later, I transitioned to L’Ochy, and through an interesting twist of fate, a former colleague who had joined Grand Seiko in the U.S. reached out to me. Grand Seiko was looking for someone to establish its European business, and given my experience with Japanese management, it was a natural fit.

    Can you share your vision for Grand Seiko over the next five to ten years? What key initiatives are you focusing on to achieve this vision?

    FB: Our focus is on positioning Grand Seiko as a brand that resonates with the new generation of luxury consumers. While immediate sales growth is important, the long-term goal in Europe is to build a lasting brand identity that appeals to younger customers. At 18 or 20, people are full of dreams, and we want Grand Seiko to be a brand they aspire to own when they can turn those dreams into reality.

    To achieve this, our primary focus is on the quality of the product. You can have the strongest marketing and campaigns, but if the product doesn’t live up to expectations, success will be short-lived. The lasting emotional connection that our products create with customers is key to our vision for the future.

    ​​What has been the most challenging aspect of leading Grand Seiko, and what achievement are you most proud of during your time?

    FB: I oversee Grand Seiko's operations across Europe, managing 20 territories with 16 different languages, 15 currencies, and nearly 20 local regulations. It's a complex environment with 110 high-end product sales, which presents unique challenges.

    The most important thing, however, is that success is impossible without a strong team. Building something meaningful starts with hiring the right people. To succeed, you need to bring in individuals who excel in their fields, often better than yourself. If you surround yourself with talented and brilliant people, you’ll succeed. That’s the foundation I’m most proud of establishing.

    Grand Seiko is known for its Spring Drive technology. Are there any upcoming innovations or enhancements in this area that you can share with us?

    FB: Yes, Spring Drive technology is truly unique. It took over 24 years to develop into the final product, with more than 600 patents and around 2,000 prototypes. The project began in 1974, and the first prototype was completed in 1988.

    Spring Drive is special—it’s a hybrid movement that doesn’t quite fit into traditional categories like quartz or mechanical. It’s something entirely different, and as we continue to innovate, Spring Drive will remain a key focus of our product development. While I can’t share specifics on what or when, new movements and features are definitely in the works.

    What do you see as the most significant trends in the luxury watch industry today, and how is Grand Seiko positioned to capitalize on these trends?

    FB: The luxury watch industry has evolved to where many brands, while excellent in their craftsmanship, have become more symbols of social status than purely timepieces. Their strong heritage and prestige have contributed to this perception.

    However, I believe a growing trend will be the rise of niche brands that focus more on the true art of watchmaking. This shift won’t replace the existing landscape but will add a new layer of appreciation for authentic craftsmanship. In this space, Grand Seiko is well-positioned to thrive. With our dedication to precision, innovation, and craftsmanship, we have a strong voice and a great opportunity to capture the attention of these discerning consumers.

    How does Grand Seiko balance the fine line between innovation and preserving traditional watchmaking techniques?

    FB: It's quite simple—we embrace a harmonious blend of modernity and tradition. Our foundation is deeply rooted in Japanese culture and heritage, where the pursuit of excellence drives everything we do. This commitment to being the best pushes us to invest heavily in research and development, which serves as our gateway to modernity.

    For example, our recently launched movements, such as the UAB movement and the new Spring Drive, reflect this balance. We've also introduced the Evolution 9 collection, designed specifically to engage younger generations. In this way, we create a seamless link between our historical roots and the future, marrying tradition with innovation.

    How do you see technological advancements, such as smartwatches, impacting the traditional watch industry, and what is Grand Seiko’s strategy in this context?

    FB: It's clear that we need to capture more wrist real estate, so to speak. However, smartwatches present an opportunity rather than a threat, especially because they target younger consumers. Once people become accustomed to wearing something on their wrist, they may eventually seek out something different, like a luxury timepiece. When that time comes, Grand Seiko is perfectly positioned to meet their needs with our craftsmanship and timeless appeal.

    How do you see the Grand Seiko brand evolving in the global luxury watch market, especially in the context of increasing competition and changing consumer preferences?

    FB: Currently, there isn't a truly global Japanese luxury brand—most are European, especially French, Italian, and English. Grand Seiko has a unique opportunity to fill that space, while also preserving the craftsmanship and “savoir-faire” of our talented artisans. Many traditional crafts are fading because there’s no one to carry on the legacy. We aim to preserve and showcase these exceptional skills, like our dial makers who create stunning designs inspired by nature—each one truly unique.

    With careful and modest effort, I believe Grand Seiko could one day become at the top as one of the global luxury brands from Japan. Our team in Europe is dedicated to contributing to this vision.
    I recall when we opened our boutique in Place Vendôme, Paris, just after the first lockdown. People were cautious, but the demand was clear. That day, a young man from Dubai, working in finance, visited the store. Though he owned other luxury watches—Rolex, Jaeger-LeCoultre—he didn’t have a Grand Seiko. After trying one on, I told him, “If you buy this, you’ll be our first customer at this boutique.” He did, and now each time he comes to Paris, he proudly tells his friends about being the first Grand Seiko customer in Place Vendôme. Moments like these mark the beginning of our journey toward becoming a global luxury name.

    In Stockholm, Sweden Grand Seiko is represented at Nymans Ur 1851 and Krons Ur.

    www.grand-seiko.com
    www.nymansur.com

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