Livid Jeans is a small manufacturing company in Trondheim, Norway, created from a simple love and passion for superior quality and true craftmanship, dedicated to honoring the old traditions in making jeans.
The company’s products adhere to the Japanese finesse within fabric construction while maintaining the classic silhouettes of contemporary Scandinavian design. Since its establishment in 2010, Livid Jeans remains today the only apparel manufacturing company left in Norway, driven not from an economic point of view, but with a purpose.
Founder Jens Olav Dankertsen (30) is proud of upholding an old trade and conventional craft in a country where a once blooming textile industry is gone, and the fine craft with it. “Our company originated from a fabric and construction oriented perspective that aims to preserve traditions by building quality made products,” says Dankertsen.
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In the 1920’s the Dankertsen family had a thriving business growing plants, vegetables and metal casting signs. His parents had to close down the company in the 1990’s because of lack of business.
In 2006, Jens Olav and his friend Kristoffer Dagslott moved to Trondheim to pursue their dreams of being a musician and a filmmaker, respectively. They were both from the small town of Volda, on the west coast of Norway. Together they established the jeans factory.
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“Growing up, constantly surrounded by nature’s evidential beauty is a great nurturer of creativity,” says Dankertsen. “It has definitely laid the foundations for what was to become the visual identity of Livid,” he adds.
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Today the brand Livid jeans consist of two different lines. One collection is made the old-fashioned way, locally in Trondheim. Another ready-to-wear collection is made in Barcelos, Portugal. The locally sewn garments are tailor made for customers in Trondheim and Oslo.
Dankertsen owns 80 percent of the company. His dream is to establish a shop in Tokyo. “Made in Japan” is the gold standard for designer jeans. Livid Jeans are sold in 53 shops in 10 countries.
The Only Jeans Factory in Norway, written by Tor Kjolberg