Mats Andersson

Where do you live?

Stockholm Sweden


When did you start your brand? How did it start?        

We are a brand that started out in 2009 (first products reach the market) with the intention of making good products. We had our day job  in the denim industry and also have been collecting vintage denim we think we had/have a point of view that few have in this industry. At the time the quality aspect of making products  went out the backdoor, and production moved to low cost production areas in Asia. We have a couple of  tagline that we use when we communicate with our users. Prima Jeans and Wear Well. For us Prima is the best tomato in the farmers market. Its not about luxury its about finding right materials and make great products. And we do ask the people who buy our stuff to be honest in feedback and put us to the test. Wear Well, because it is meant to be worn, every day and always. It will fade and it will brake in the end, but maybe you mend it and make the life span longer. The beauty of quality fabric is that it is worth repairing. Like good leather boots, resole and oil up and its ready for the road again.


How did you decide to turn your skills into a 'real' job? Do you work on the side?

I guess it just happened over time, the interest of good quality, ways of producing,  aesthetic, denim and durable goods made us/me dig deeper and deeper and one day you realize you are in a good place you do not want to leave. Then you have to make it a job, or what else is there?


What makes you happiest about what you do?

Nowadays i I’m happy to say i meet people that have been wearing our stuff for many years, i see them mended and patched as the owner have given them a second or even a third life. When i realize people think it's worth a while to fix the clothing after wearing them hard, i think we have reached our vision of making quality goods that stands the test of time both from design and quality aspect.


Whats the hardest part about what you do?  

Things take time. We start the process with designing our fabrics. Actually meeting the weavers and design the weave we later will make garments/jeans out of. It takes time to learn how to get that right, but when you do its so great. And you know nobody else have this.  


Where do you hope to see your brand in 5 years?

We will still do the same thing but hopefully for a wider audience. Going on seven years in the market we have grown more confident and found our voice. We still have products in the collection that we had 2009. I can’t see a reason they will not be here in 5 years time. And if so we have truly made something good. Classics that can last. In other words, Prima Jeans.


Whats product that you make is your favorite?

They are all our favorites, if not it would not be in the line. Some things does not always turn out good, but you will never see that. Our line/collection is relatively small and i have a relation to all the products we make. The fabrics we make our self is very precious to us/me, so I’d make them favorite if anything.


What do you like to listen to while you work?

I/We love music. There is many and I can’t name them all, but here is some we listen to and that have inspired us for different reasons:

The Band, Neil Young,  Jack White,  My Morning Jacket,  Richard Hawley, Grateful Dead , The Hives, The Verve, Phosphorescent, Ryley Walker, First Aid Kit, Kurt Vile, Israel Nash, Daniel Nordgren, Bruce Springsteen, Brian Wilson,  Bob Dylan. Pink Floyd, Christian Kjellvander and many more.


Where can we buy your stuff! Do you have a favorite shop?  In USA there is , l

Looking in EU there is , http:// , ,  

to name a few where you find a good range of Indigofera.


What about Desert & Denim are you looking forward to most?

To meet everybody again, and some new i hope. We attended last February and this is our second go. We loved it then and have cravings to go back.


Do you have any advice for someone who wants to start their own business?

Love, or at least like what you do. Have good financing and work hard. Things will go wrong. But they will also go right if you follow through and have stamina.


Final thoughts?

Cant wait to see the desert and interact with everybody.

Photos by Gustav Karlsson Frost aka Frosty