Johan Blom and Jannis Hoff, founders of SOSO Clothing, were both in search of a new cultural experience. The two native Swedes met in Thailand where a style discrepancy fueled their partnership: “We immediately noticed a schism in the fashion there,” says Johan,” you were either Hi-So (high society) or not.” They wanted to make limited edition, superior quality pieces but also keep them accessible for those who (1) couldn’t afford the high import taxes on other brands and (2) didn’t want to settle for cheap knock-offs. “Something was missing, something ‘SOSO’. That was the moment we started to spin the first thread on our roll” continues Jannis.
With no prior design experience, they set to work using instinct and an eye for color while doing as much research as possible. They stayed where is now home, affording them a short distance to Japanese denim mills and the ability to oversee the construction of each stitch and seam. “In today’s market, [quality] denim is…highly important…but the prices keep going up. Many brands market “premium denim” and put a “premium” price on it as well. We figured why not give people a chance to be stylish and wear high quality denim that in the end doesn’t leave you with a hole in your wallet?”
I couldn’t agree more. See their current collection here, featuring some interesting pastels for this ever-elusive spring season (at least in New York City).
Limited edition Slim Darryl jeans in Soft Blue c/o SOSO Clothing.