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<\/p>\n\n\tEuropean denim house Jeanerica opened its second store in Stockholm on Thursday. It follows the strong reception of the brand\u2019s first store in the Swedish capital since its opening in 2024.<\/p>\n
\n\tJeanerica was founded in 2018 by H&M veterens Jonas Clason and Lena Patriksson Keller. The men\u2019s and women\u2019s brand has carved a niche in the market with its elevated everyday essentials and small-scale local production. The brand works with a small number of long-term partners in Europe and Turkey and prioritizes certified materials.<\/p>\n
\n\tRather than repeating a fixed concept, the new store\u2019s design is strongly influenced by its surrounding. The space is housed in a building designed by architects Backstr\u00f6m and Reinius in 1937. It has an \u201cexpressive\u201d teak and brick fa\u00e7ade, while the interior draws on Swedish modernism with natural materials, textiles and a homely feel.<\/p>\n
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\n\tJeanerica co-founder and chief brand officer Lena Patriksson Keller noted that Margaretha K\u00f6hler and her 1930s concept store Futurum were especially influential in the store\u2019s design direction.<\/p>\n
\n\t\u201cWe started from the space itself, right from the beginning\u2014the building, the light, the history held in its walls. We looked closely at Swedish modernism and at Margaretha K\u00f6hler, and the more we dug into her work, the clearer it became that this was the feeling we wanted to capture in this store,\u201d she said. \u201cThe building carries that modernism straight into a district otherwise defined by older architecture, and we love that contrast.\u201d \u00a0<\/p>\n
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\n\tOther highlights in the store include a luxurious dressing room and the dark-stained and light birch Apoteket, where Jeanerica showcases its denim range.<\/p>\n
\n\tThe Scandinavian brand teamed up with architect Daniel \u00d6stman for the project. \u00d6stman worked on the first location and partnered with Jeanerica on a collection of stools<\/a> made of denim materials in 2024.<\/p>\n \t\t\t\t\t\t \t\t\t\t\t\t\t\t\tPappa<\/p>\n \n\tLocated at Nytorgsgatan 36A, the new store sits in S\u00f6dermalm, a trendy and creative neighborhood in the southern part of the city.<\/p>\n<\/p>\n