We love Denim Demon because they are passionate about their sami culture and heritage , and they are not in the jeans business to make a fast buck. And we quote : ” in order to do something genuine and sincere it has to come from the heart , and since our hearts originate from the sami culture this is where our inspiration comes from and can be found though out the Denim Demon range. ” The Denim Demon label is a swedish family run business, think durable hard wearing denim, a button with embossed reindeer antlers , and the 3 colours of the south sami region stitched into a hem . * we love (If google translator is accurate.)