The Swedish brand 157 Roots was founded in 2013. It’s run by Stefan Palm, Anders Bergmann and Tobias Nyberg with a gathered knowledge from the denim industry of almost 60 years.
157 ROOTS' MAIN ROAD THAT RUNS THROUGH EVERYTHING THEY DO
In the heart of Sweden lies Gällstad, the little village where Stefan Palm and Anders Johansson grew up. It’s a place that’s deeply rooted in the spirit of their brand. After spending years working for some of the biggest names in the denim industry, they found their way back to Gällstad. From the dirt and cows to the bustling world of fashion, and back again - but this time with nearly 60 years of combined denim expertise.
GÄLLSTAD: WHERE IT ALL BEGAN (AND STILL DOES)
They’ve always been grounded by their roots. Gällstad isn’t just their home; it’s the foundation of everything they do. The farmers, the local mechanic, and even the small grocery store owner are part of this story. They keep them connected to the authenticity that defines the brand.
THE DENIM INDUSTRY: PAST MEETS PRESENT
Today’s denim world? Let’s just say, it’s changed. Don’t get them wrong, there’s no “right” or “wrong” in the evolution of fashion, but denim was born as part of the working-class culture. Now you can easily spend $200 on a pair of jeans, and while that’s fine, it doesn’t really align with how they see things.
Back in the late 19th century, the miners who made denim iconic couldn’t dream of spending 25 dollars (what amounts to today’s $500) on jeans. A solid pair back then cost around $3 -that’s about $60-80 in today’s money. That’s where 157 Roots come in.
Their goal? To bring high-quality denim back to its roots - affordable, durable, and timeless, just like it was meant to be.
SO, HOW DO THEY KEEP IT REAL?
Well first they need to keep the mechanic, the farmer across the road and the grocery store owner in mind. They feel the need to stay true to their precursors and to the laborers back then. Then they start a rather long and tough process to make the same high quality garment stay as affordable as in the past. With the same price level as back then. They are simply not done until they reach that point.
Their process? It’s not easy. 157 Roots spend a lot of time building strong relationships with the mills and factories who understand their mission. Making premium denim that’s affordable takes time - twice as long, in fact. But when it all comes together, it’s worth it.
They don’t compromise on quality or the heritage and they’re determined to keep denim what it should be: high quality, authentic, and accessible.
From the craftsmanship to the price tag, they’re keeping the denim legacy alive, one pair at a time.
@157roots
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