@sosobrothers answers the 10@10

Evening folks.

I hope it’s been a tip-top weekend and you’re enjoying the thread layering that lends it’s hand so well to the autumn/fall months!

Now this week’s brand @sosobrothers sees us fly straight back into the land of denim with style; www.sosoclothing.se is a must for any denim connoisseur. Why? Because it allows you to build your own selvedge from start-to-finish to your exact preferred spec. I gave it a go myself and was over the moon when my 13.75 straight Jeremy’s arrived via postbox. Anybody that follows my feed will know I have already made a start on the breaking in!

These guys have a concept store in Umeå Sweden and to summarise, Jannis and Johan (the founders), are top blokes who have a stellar denim operation going on and we’re thrilled that they have taken the time to answer the 10@10.

So folks sit back, relax, crack open a beer and enjoy the thoughts of @sosobrothers as they answer the @clobbercalm 10@10.



NAME: Johan Blom
POSITION: Co-founder, Owner
ESTABLISHED: September 2010
LOCATION: Bangkok, Thailand / Umeå, Sweden
SIZE OF TEAM: 3 in the team and 7 employees
SPECIALITY/COMPANY FOCUS: Custom made jeans and customer service

1. Straight forward, please tell us, how did your company SOSO start out?

SOSO was created because both of us were tired of spending money on overpriced high quality fashion. We decided to show the world that marketing is still something you can achieve without marking up your products to be able to pay for exposure.


2. Tell us. What does a day in the life of yourself look like? What’s your daily work routine?

My (Johan) daily work routine consists of eating breakfast at 7.30 and arriving in our concept store in Sweden around 9am. I serve customers here with raw denim until 7pm together with all the daily website work. Usually there’s work all day and night as we are only 2 people operating a worldwide business.

3. What are your top 3 bestselling items? Why do you think this is?

Our 3 best selling items would be our 32oz fabric of course, since it’s the heaviest denim. Second now is our 25oz Sweden selvedge, which was crafted by us and only for us.

3rd would be our 11oz deep yellow indigo, since it’s the perfect denim pair to start your raw denim journey with. What we are happy to see, is that people are more and more aware of the need for a sustainable fashion instead of a fast moving one.

4. What’s your personal favourite garment when it comes to the items you manufacture?

Our “THE REBEL” denim jacket, I wear a 12.5oz dry indigo myself and its starting to create some amazing fades. Jackets will be online as well soon.

5. What are your thoughts on the rise of Instagram fashion and the chaps that post their clothing on there to help spread the word of their fave brands?

I love the idea of people taking action to promote products they love. This creates an amazing feeling for ourselves as the suppliers of these goods. That’s why we are striving to create even better products. Unfortunately it also brings people that think they can get free clothing and smothering companies with promises they can’t keep. But overall, I love the idea of having your “lookbook” made by honest people instead of us, spending tons of money to “perfect” our looks. Our customers are our most important marketing tool there is, because they are the ultimate judge, ruler and executioner.


6. Has it made an impact on your business at all, do you think?

It has made all the difference in the world…

7. Is there any feeds on IG that you particularly like to check-in on regular. What brands are you fond of on there? What menswear feeds to you like to peruse?

SOSO Concept Store of course 😉 I love Companion, the Spanish denim brand. He has such an eye for details.


8. A quick one about you. Other than the business, what passions do you have in life? What flicks your switch and helps you relax?

Wine, wine and wine. I love wine and it’s intriguing tastes. A nice bottle of wine together with the television serie Narcos, that’s the perfect Friday evening!

9. What do you consider to be the best thing about your business and why?

We are only two regular guys with a passion for denim, no prior fashion skills. We are kind of the voice of the consumer. That’s why we are always humble to our customers and listen to them instead of hiding behind terms and rules.

10. And Lucky Last, You’re going to be stranded on a desert island and you can take 1 outfit (4 items) only with you. And 1 choice of drink.

What would they be? And Why?

A bottle of Chateau Margaux 1949, a pair of my 21oz Goldline SOSO jeans, my Rolex watch, one of our live raw black t-shirts, and a pair of Cheap Monday boxers.

The bottle because it’s a 100 pointer (and I know how to open a bottle without a corkscrew).

The jeans, because I love how they have turned out and I know they would look awesome after 10 years on an island.

The watch, because I have to keep track on how many days I’ve worn the jeans!

The t-shirt, because it looks really good with the jeans 😉

The boxers, because they are the most comfortable pair of undies I’ve ever worn!

Johan. What a great interview my friend! Very insightful, thanks again for your time.

You’re the first to take wine to the island. Awesome. Although I’m intrigued, how do you open a bottle of wine without a cork screw? Unless the bottle has a screw top 😉

And to any of you that have not yet come across the SOSO website you should swing by, it’s well worth it. www.sosoclothing.se

Now, this Thursday’s feature focuses on Ken aka @sanforizedson. A true long-term denim head based in California, Ken boasts a feed that’s not only filled with denim but Chucks and Wings also. Perfect!

Guys make sure you subscribe (in the footer) if you would like to get these features emailed direct to your inbox. Saves a job eh?!

Lastly, next Monday we are chatting to Erik from @starkmade, a Charleston, SC based leather artist who’s killing it in the leather goods world right now…

Feel free to reach out via my IG feed and other than that have a super week and see you all Thursday.

Ben @clobbercalm.


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