What Dr. Denim does

Dr. Denim AB is a Swedish direct-to-consumer denim and casual apparel brand founded in 2004 in Gothenburg by Alexander Graah (co-founder and CEO), operating as a privately held, unfunded company with 11-50 employees. The company sells men's and women's jeans across an extensive fit matrix — skinny, slim, straight, relaxed, wide, baggy, mom, flare, barrel, bootcut, capri — with multiple rise heights and inseam options including dedicated petite and tall sub-lines, plus a complementary assortment of sweatshirts, hoodies, tees, shirts, outerwear, shorts, skirts, dresses, and accessories. Headquartered at Kungsgatan 7A in Gothenburg, it positions itself as a denim specialist under the tagline "Denim & good times since 2004."

Name

Dr. Denim

Legal name

Dr. Denim AB

Website

https://drdenim.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Direct-to-consumer Swedish denim and casual apparel brand selling premium jeans and complementary apparel worldwide through its Shopify e-commerce platform and select retail partners, targeting fashion-conscious men and women.

Ownership category

akta.pro rank

Headquarters

HQ city

Göteborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Revenue is generated through direct-to-consumer sales of denim and apparel products via their e-commerce website. Products include jeans, sweatshirts, hoodies, tees, shirts, outerwear, skirts, dresses, shorts, and accessories for men and women. Sales occur at fixed retail prices with seasonal sales and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Dr. Denim is a Swedish denim and casual apparel brand that designs and sells its own line of jeans, tops, sweatshirts, shirts, outerwear, shorts, skirts, dresses, and accessories under the Dr. Denim label. The brand offers tailored fits for both women and men, with specialized lines such as the Petites and Tall collections, and a dedicated Collaborations series. Sales are made primarily through the brand's own direct-to-consumer online store with shipping across Europe, North America, and Asia-Pacific, supplemented by a wholesale channel to third-party retailers.

Product overview

Dr. Denim is a Swedish denim and casual apparel brand offering a comprehensive portfolio of products centered around jeans and everyday clothing. The core product line includes diverse women's jeans (Moxy, Echo, Hill, Lexy, Nora, Donna, Nanci, Kaya, Addy, Elba) and men's jeans (Omar, Dash, Cormac, Pype, Rift, Kobe) in various fits from skinny to baggy, complemented by tops, sweatshirts, shirts, outerwear, shorts, skirts, dresses, and accessories. The brand operates on a Shopify e-commerce platform with integrated payment processing including Apple Pay, Google Pay, Klarna, and major credit cards. Dr. Denim also offers a Collaborations Collection featuring limited-edition pieces with artists and musicians, a curated Denim Favorites selection, and Tall & Petite sizing options. The company maintains editorial content through its Stories blog and provides customer resources including sizing guides and denim care information.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Jeans Collection
• Men's Jeans Collection
• Tops, T-Shirts, Shirts, Sweatshirts, Hoodies and Outerwear
• Shorts, Skirts and Dresses
• Accessories
• Petites Jeans Collection
• Tall Jeans Collection
• Collaborations Collection

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Five partnerships are on record, tiered minor.

• FaunaminorStrategic or Co-development PartnerCollaborative collection featuring limited-edition apparel designs combining Fauna's artistic identity with Dr. Denim's denim expertise. Includes Trooper Tee and Reno Long Sleeve pieces with Fauna branding.
• Studio TörnminorStrategic or Co-development PartnerCollaborative collection featuring limited-edition apparel designs. Includes Trooper Tee and Reno Long Sleeve pieces with Studio Törn branding.
• DunyaminorStrategic or Co-development PartnerCollaborative denim collection featuring modified versions of Dr. Denim classics including Joey Trucker Jacket, Omar Relaxed, and Hill Low Relaxed with Dunya branding.
• Raghd (Influencer/Artist)minorGTM or Marketing PartnerFeatured in 'Good Times With...' editorial story series on the brand's Stories blog, showcasing personal narratives and lifestyle content.
• Mamdouh313 (Artist/Creator)minorGTM or Marketing PartnerFeatured in 'Good Times With...' editorial story series, part of brand's content marketing and community engagement strategy.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Emerging players

• AYR (All Year Round): US DTC denim and everyday essentials brand emphasizing rigid denim and inclusive sizing. Comparable on DTC-only positioning, premium denim specialization, and women's fit depth.

Regional players

• Acne Studios: Swedish contemporary fashion house with a strong denim heritage and DTC e-commerce focus. Comparable in origin (Stockholm vs Gothenburg), premium positioning, and men's and women's apparel breadth.
• Cheap Monday: Swedish-origin denim and casualwear brand (formerly of the Weekday group) with a strong skinny/slim DTC heritage. Comparable European DTC denim positioning at a younger, trend-driven price band.

Broad incumbents

• Levi's: Global incumbent denim giant and the dominant mass-to-premium denim brand. Competes with Dr. Denim across nearly every men's/women's denim fit and price tier, but operates at massively broader scale and distribution.

Direct peers

• Madewell: US-based specialty denim and casualwear retailer operating DTC e-commerce plus physical stores. Directly comparable as a denim-first women's apparel brand emphasizing fit variety and rigid/quality denim.
• Nudie Jeans: Swedish heritage denim brand headquartered in Gothenburg, sharing the same city of origin as Dr. Denim. Nudie sells rigid denim and casualwear DTC globally with a comparable premium-mid positioning and similar fit depth.
• Everlane: US DTC apparel brand built on direct-to-consumer pricing and transparency, with denim as a hero category. Highly comparable on DTC-only distribution, digital-first marketing, and premium essentials positioning.
• Frame (Frame Denim): Premium DTC denim brand focusing on trend-led fits and women's jeans. Comparable on elevated price point, fashion-forward fit variety, and boutique/wholesale plus DTC distribution.
• Closed Jeans: German premium denim brand with European production heritage and DTC wholesale model. Closely comparable to Dr. Denim on price point, premium rigid denim positioning, and curated men's/women's denim assortment.
• Mother Denim: Premium women's denim brand known for vintage-inspired fits and rigid denim. Directly comparable on elevated price band, women's fit variety, and boutique/DTC plus select wholesale channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/drdenimjeans
• Instagraminstagram.com/drdenim
• TikToktiktok.com/@drdenimcom
• Xx.com/drdenimjeans
• LinkedInlinkedin.com/company/drdenim

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dr. Denim