Good evening...

Got that Monday feeling? Don’t worry tonight we’ve got a great 10@10 from a company I love myself, @indigofera! Lets not waste any time and head on over to Mats, as he tells us about @indigofera and answers our @clobbercalm 10@10.

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NAME: Mats Anderson AKA @indigofera
COMPANY: Indigofera Prima Jeans
POSITION: Founder/Owner
ESTABLISHED: First developed in Spring 2009
LOCATION: Stockholm, Sweden
SIZE OF TEAM: 4 persons. One currently on paternity leave, so 3 persons at the moment.
SPECIALITY/COMPANY FOCUS: Prima jeans and quality garments.

1. Straight forward, Please tell us. How did Idigofera Start out?

Thanks for inviting me to this interview, its always interesting to dig in to what we are doing and to put words to it. It is a time me to reflect when I am writing interviews.

I started out collecting vintage garments in my early 20s, and it was a couple of friends that had this fascination for garments made well once upon a time. That interest was leading me in to working with denim. Years go by and you see the industry go in different direction. I saw very few brands take care of the quality aspect of the garment, and also to some degree the look and wearability.

In the end “Quality went out of style”. This has been a process going on from the 90`s when production started to moved to Far East. Or far south if you have a North American perspective. Watching this happens and seeing the quality both in making and the fabric itself getting less and less attention makes you go hmmm.

So the original interest and the fact the industry was changing ignited @indigofera. 2007 was the year we started to iron out what we wanted to do.

It's in our name really, the love for the Indigo colour and finding out the name “Indigofera” was not taken. As you might know it is the latin word for the plant family where you extract the indigo. And also the reason why there is such a thing as the denim industry. The name Indigofera is our guidance and beacon of clarity and the Prima is the ambition to make quality garment hence the prima jeans / prima garment.

2. Tell us. What does an day in the life of yourself look like? What’s your daily work routine?

There is a lot of variety. We are small group of people working on this project so you need to have lots of skills ;) A day might look like this.

I arrive to the office and we for have a cup of coffee and talk about the day ahead of us.

We grind the coffee ourselves and we get the beans from a coffeemaker SOLDE located in Malmö. They send a box every 6 weeks so we for the most have freshly roasted coffee. We often talk about what’s going on in the industry, new music or anything going on. We often come up with plans and things that need to be attended at that time, informal in a way but also productive. We have warehouse and design in the same building, so we all help out picking and packing. Then shipping it out and send out invoice.

Me and Pontus Rogbring (product manager) normally have a sit down and go through new design and product development, fabric ordering and shipment of it all. There is a lot of practicalities and administration to get the right fabric to the right factory.Kari (sales manager) and me talk some on the phone as he is living in Helsinki and are often on the road. We go through sales and how to supporting/visiting customers trade fairs and other interactions with people we work with. Overall we are self-motivated and operate independently. We all travel to some degree to meet people attend fairs and different events.

Later this week (1 june-3 june) im going to Joshua Tree in California to Desert & Denim @desertanddenim and represent what we are doing. It’s meeting place in the desert for the likes of us. I meet great people there and it’s been a place we go to for inspiration

3. What are your top 3 bestselling items? And why do you think this is?

Depends if its over time or right now, but ill mix and give a little of both.

1. Blankets. We have multiple designs, but if you see that as one product I think its that one we sold the most of. Its just a great product with a quality level that out beat the most I've encountered. The factory is one of a kind. We have also made some unique designs and design collaborations with the likes of Wes Lang, Richard Colman, Blackways, Israel Nash , Obi Kaufman aka Coyote & Thunder, VÅR. They took our blankets in to art and pop culture. Sometimes we joke internally and question ourselves if we are a ”Blanket Brand that makes Jean” or a “Jean brand that makes Blankets”.

2. Fargo Jacket, in our collection since 2009. A type of jacket people had not seen since the 70`s. A jean jacket that is like a shirt. Nowadays we have a variety of fits in that jacket type. Copeland jacket, slimmer fit, Eagle Rising Jacket, slimmer with side pockets.

3. More recent good sell is our Nash Jean, slim fit. I've seen it on skinny guys and normal built guys and they just rock it

4. What’s your personal favourite when it comes to the items you manufacture?

Ha, its like saying who of your kids do you love the most . Id say this, we don’t have any fillers. Every item has to count and be there for a reason. We have to love and be proud of it one way or another. Do challenge us on that one and look through what we are making. Right now I am wearing the Clint in a fairly new denim quality named Winlock 13 oz selvedge low tension weave woven by Nihon Menpu Japan. I just don’t seem to be able to get separated from them. The tees we are making in supima cotton is something I wear almost every day of the year. But obviously I'm wearing all parts of our collection.

5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

I can relate, you want to spread the word on things you like and think is good. We are the same. We go out there every day and speak about Indigofera and what we are doing.

6. Has it made an impact on your business at all do you think?

I think so, hard to measure, or maybe we are just not cleaver enough to find that function ☺ I do love the fact that you can be in contact in a quite easy way with people across this globe that share views, give feedback and encouragement.

We want to reach out and we want to exist in that way. Having people in Alaska, Texas, Australia, Russia etc wearing our stuff and talking about it makes us proud and gives us fuel to keep on with what we are doing.

7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?

I can mention a handful of friends and people we work with that I like to see what they are up to. There are more, but I'm giving you a selection.

@coyotethunder For the beauty of his art. @havstadhatco Amazing hats. @blackwaysco Funky friends that are a lot of fun. @johanneshuwe Epic pictures @panchoandleftyshop Great brands @wornovertime Vintage jewellery.

8. A quick one about you. Other than the business what passions do you have in life? What flicks your switch and helps you relax?

My little daughter puts my mind on other stuff, paint and create stuff together. She loves the outdoor and wants adventure. I also always loved the outdoor, climbing mountains, hiking, bike riding and diving. Art and music also takes my mind to interesting places. I also in many ways live my work; it is intertwined in so many ways. I followed my interests and it became my working life.

9. What do you consider to be the best thing about your business and why?

I /we get to invent tomorrow in a small way, create stuff that did not exist before we decided to make them. We work and collaborate with amazing people, some we can call friends nowadays. We go on creative trips and expose our selves to nature, people beer and all things we did not now we love until it happened. In the end we make garments, blankets and denim together with them, or on our own.

10. And last but not least...you’re going to be stranded on a desert island and you can take 1 outfit (4 items) with you and 1 choice of drink. What would they be and Why?

1. My Havstad hat, for sun protection a good style.

2. My Indigofera Poncho, to keep me covered from the sun if necessary, but also keep me warm at night. Works like a towel to I guess.

3. A pair of speedos, so I can go swimming.

4. Dive mask, so I can check out the fishes.

Beer, from @omnipollo beer company.

Thank you very much for answering the 10@10, if you don't already make sure you go follow @indigofera

D'Arcy over and out