SOSO Brother's Custom Jeans

Founders: Johan Blom & Jannis Hoff
Designed in Sweden, Crafted in Thailand
Customize and Design Your Jeans with SOSO Here

Meet Johan Blom, One Half of the SOSO Brothers:

"Denim is a material with an amazing lifespan. There are few materials that change over time like denim, it tells a story about the wearer that few materials can. I also love the texture of different weaves and how a shuttle loom can accomplish such wonderful patterns. A new pair of raw denim has such an incredible smell, almost like Christmas morning coffee!"  -Johan

The Man, The Myth, The Legend *Photo from SOSO

SOSO is a company based in Sweden that allows customers to create and design their own unique denim clothing item. "So" how did SOSO (#dadjoke) come to be? It all started one night in Thailand...

"We (Johan and Jannis) met at a street kitchen in central Bangkok one evening and ever since that day we were inseparable. We didn’t start out by talking about denim or clothing, but there was always a kind of “go” in us that made us seek out new adventures during our time in Thailand."

John and Jannis's (known as the "SOSO Brothers") bond led them to start SOSO. The company began with little capital and almost every cent the two make goes right back into the business. That hasn't stopped them though, as the Brothers are always on the hunt for new fabrics and the best hardware (like YKK) to pair with their clothing. SOSO is constantly introducing new denim fabrics, mostly selvedge and raw, on their website that customers can use to design jeans, jackets, shorts, shirts, chinos, and vests. The possibilities are endless!

When you shop on SOSO's website, you create and design what you want your denim clothing to look like. Every little detail is picked out by the customer, from the fabric used, to the thread color, to the selvedge ID placement. Since the consumers are the ones creating the final product, the process between design time to holding the garment in your hands can be anywhere from 4-6 weeks. In this impatient world, that is hardly ideal. However, SOSO products are not cheaply made like H&M or Zara. If you designed something to reflect who you are, would you want it to fall apart  after a few wears and end up in the trash? No, you'd most likely want it to last a lifetime.

"We don’t like the idea that the big corporations tell us what we should wear and call it “fashion" when they’re basically profit driven entities put here to sell as much as possible." ​

Fashion is about self expression, telling a story of who you are as an individual. However, it has become increasingly hard to express ourselves when everyone and their mother shops at the same malls, at the same stores, and buys the same items. Consequently, now we all look the same. No one is really immune to this fast fashion trend, myself included. Just like fast food, high speed internet, and continuously streaming TV shows (Remember commercials and waiting weeks, sometimes months, for a new episode of your favorite show?!), being "fashionable" is one trip to the mall away.

Johan and One of His Custom Denim Shirts *Photo from SOSO

"Big brands market their products as high-end fashion but they still use huge factories in 3rd world countries to cut costs. Our production is different since we only have minor factories that produce a worldwide supply that no other business can achieve. I also believe that it’s important to highlight that Thailand is an amazing producer of our goods, and that the production of our tailors is exactly like if the labels would have said “made in Sweden." It’s not the COUNTRY that matters, but the PERSON who tailors your product that does."

Johan Fully SOSO Customized *Photo from SOSO

Looking at the "Made in... " tag on products and we all have our preconceived bias (especially against China). However, the fashion industry seems to be different. Lots of clothes that you see in malls are made in sweat shops overseas and are poor quality. Despite that, consumers tend to look at the brand name, not where it is made and more importantly, by who.  

What is great about SOSO, and other companies like it, is that their clothes are made ethically in Thailand. When you visit SOSO's About Me Page, you can read about the people who make their garments once an order is placed. The Brothers work with people who love denim as much as they do and people who are actual tailors, not assembly line employees.  

The SOSO Brothers have started a truly unique company that makes ethically, well made denim (also other fabrics such as flannel & chambray) clothing. Not just any denim products though, products designed by us individually. There is something truly satisfying about obsessively going through each little detail of a customized pair of jeans. Heck, it can be hard just to choose the fabric (so many styles and weights)! Once you're done designing and place your order, waiting patiently for your denim to arrive adds an aura of mystery and anticipation.  When you finally do get your personalized denim and get to see and hold in person something you helped create, there is a sense of pride that you feel. What you bought wasn't in a store sold by the thousands, it was a piece of clothing designed by you to tell others who you are, what you stand for, and where you've been. That's what real fashion is all about.

My SOSO Denim, Sherpa Lined Jacket

My Jacket Keeping Me Warm in the Snow!

The Possibilities are Endless *Photo from SOSO

The SOSO Brothers are very engaging on social media and will respond to you as quick as they can. Johan and Jannis want to hear from their customers!  ​​

"I believe that it’s important to keep a transparent picture of SOSO. We (Johan & Jannis) believe that our quest for developing our brand comes from all of you, our customers. We love keeping in touch with the community everyday and listen to the advice we receive about our product developments."  

*Photo from SOSO