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New To Babyshop: I Dig Denim

We’re welcoming Swedish brand I DIG DENIM to the TWWP fold by inviting Lisette Pavic – one of the people behind the brand – to introduce us to their philosophy, sustainability strategy, and their new collection that has humanity at its heart.

WELCOME TO BABYSHOP, LISETTE! HOW WOULD YOU DESCRIBE YOUR BRAND?

“Thanks, it’s so exciting to be here! Our DNA is denim, and our focus is sustainability. We want to offer a cool, trendy, high-quality brand - with timeless items that can last for generations. Our products should be great to wear and meet all the needs kids have. Furthermore, our designs are unisex: we don’t have a boys range or a girls range.”


TELL US ABOUT THE COMING COLLECTION.

“For autumn’s collection, EMPOWER, we’re focusing on the individual. We believe strongly in people and the human race. We believe that every individual should have the right to feel free to explore his or her personality, and to experience everything life has to offer and not be limited.”

WHERE DOES THE LOVE OF DENIM AND CHILDREN’S CLOTHES COME FROM?

“Our designer and founder, Hanna Clavegård, has always loved denim and when she decided to launch I Dig Denim, the choice was easy, just like the name of the brand says. Denim is a timeless and exciting fabric, and it’s intrinsically sustainable. It can be shaped in so many ways and it’s so widely loved. The reason we went with children’s clothing in particular is due to our passion and vision. Hanna saw that there was considerable demand in the market.”


HOW DO YOU APPROACH SUSTAINABILITY, AND WHAT ARE YOU DOING TO FURTHER YOUR WORK IN THIS AREA?

“Denim is a fantastic fabric in its own right - it’s sustainable and durable - but we are of course also fully focused on the rest of the collection that is made from organic cotton and recycled materials. In recent years, it has become more important to create collections with products that last for many seasons. Our labels, bags, and packaging are also produced with a focus on sustainability. Working with suppliers that continually develop their production methods is also a key part of our approach.”

THANK YOU FOR INTRODUCING I DIG DENIM! HAVE YOU GOT ANY TIPS FOR OUR READERS?
“Yes, try our jeans for your children; we know from experience that they’ll just love them! We weave our denim ourselves, it’s the best possible quality: it’s stretchy, it’s produced using organic cotton, and people love it!”