Startups are startups and it takes more than consumer web companies to make the world go around. In fact, one of the most ambitious startups in Sweden at the moment, in the hyper competitive fashion industry, is Noko Jeans. The cleverly narrated video on their website tells the story: from an idea to use Sweden’s relatively good diplomatic relations with the “hermit kingdom” to get there and make some trousers with a literally inimitable pedigree.
While jeans made in the world’s most isolated country may seem like a novelty, using the “Made In” tag as a brand feature is nothing new. ”Made In Italy” has been adding cache to consumer goods for decades. More recently, American Apparel has used their vertical integration and “Made In USA” branding to out maneuver competitors with production in more standard East Asian “tiger” countries. However, the real cheekiness of Noko Jeans comes from their flaunting of the “Made In North Korea” label which, in the consumer mind is likely to have only negative connotations. But fashion is very crowded, and even more so in the premium denim category, so does a brand with no track record, no real financial backing, and a brand association with an oppressive regime have a chance to succeed?
In fact, the success of their first production run is all but assured. The original “1000 pairs” will likely be sold out in minutes. The exclusivity and the limited production will drive some, the ironic nature of the brand will motivate others. But when Noko Jeans are made available on 4 December, there won’t be any left on 5 December. Adding to the quirky nature of the brand will be the documentary of the founders’ journey to North Korea, which will surely catch the interest of mainstream media, just as it has ours. They will also have a “museum” somewhere in Stockholm that will open 4 December, for a chance to see the jeans AFK. While the location has yet to be announced, Swedish readers will likely be able to figure out who would benefit the most from hosting a new Swedish brand that appeals to authenticity hungry trendsetters among Stockholm’s fashion elite.
Whether Noko can succeed beyond this first batch of jeans will depend on how well they do all the things every new brand has to do, plus the willingness of the planets most unpredictable government to continue being the butt of the joke.
Biovakka Suomi Oy 
Bitbar
If they know it will be a sold out why not produce more.its being partisan,choosy and patriotic with tags like made in USA.consumers care more about quality and even such tags no longer guarantees sales.
AWESOME!
Only in Sweden.TM. We’ll be sure to follow this one
This is the most interesting project within fashion today. Best of luck you guys!
North Korea maybe in news for all the wrong reasons but for the last few moths the nation has even stunned its worst critics with achievements like going for the soccer world cup and now here comes fashion.this is proving to interesting.fashion like sports can promote tha country battered image
Very interesting way of pushing a product using a dictated nation to gain advertency. What would people say if one would produce jeans in Iran? Or Burma? Is it even allowed due to international agreements to do business with north korea? “North Koreans have been referred to as “some of the world’s most brutalized people” by Human Rights Watch” http://en.wikipedia.org/wiki/North_korea#Human_rights
Well, I think the project is interesting but wouldnt buy a product which supports a horrible regime. Is it even allowed due to international agreements to do business with north korea?
Danial,
I respect your comments not to support NOKO. But one must refer to the movie the Matrix. The movie was a very strong metaphore for the world we ar living in. Many developed countries including the USA have their products made in countries whose workers are treated horrible and make less than a dollar a day so the first world citizens can enjoy a good pair of jeans for under 20 dollars. China is the US biggest trade partner and they have a horrible human rights record but we are hooked on their products because they are so cheap. Global Trade and the WMF has decimated many countries economies just so the bigger and richer countries can have access to their markets (Watch the DOC “Life and Debt”). See what the result was in the poverty stricken Jamiaca at one time. Right now there are wars being fought in Iraq and Afghanistan but no one seems to care about the 5 million people that have been slaughtered in Darfur?
My friend I think Idealism is a good thing but we have to see this world with our eyes open and it’s not a pretty picture.
Yes, it is fully legal to export consuming goods from the country. But exporting luxury items/weapons to North Korea is illegal.
Im curious at the moral debate around Noko Jeans. Business is aways good and i like the basic creative idea, but is this business that will simply fund a totalitarian dictatorship that starves its citizens due to a paranoid leader.
http://uk.news.yahoo.com/11/20091122/tpl-disturbing-human-rights-violations-i-0a1c1a1.html
Open the debate, id like to know thoughts
I think this is a good thing (NOKO JEANS). It may be a fad and just fizzle out or may be the beginning of NK improving their images, thus improving their relationship with other countries step by step. Maybe it will be talking point to break the ice between diplomats? Whatever the case this can be a positive thing. And before we judge lets look go inot our closets and see how much stuff we have that is labled made in China and then talk about human rights concerns. Yes, I know NK has Nuclear but they have never nuked any other country. I my memory serves me well, I beleve that there was one country that actually used Nuclear Bombs twice with horrible devastating effects. At the end of the day, this is just a pair of jeans and the market will ultimately decide if it will stick around of fizzle out…..Give me a good pair of “LEVI’S” any day but if you got a pair of jeans that are comparable then I will give it a try…but I doubt it, no one has come close to overthrowing the king of Denim.
You´ll find the jeans at http://www.aplace.com.
Best regards,
Kalle from Aplace