18 May Press release
NEW SWEDISH BRAND LAUNCHES “ROCK’N’ROLL-JEANS FOR LOVERS & LONERS”
With its debut model ‘1976’ – named after the year the Ramones released their first album – Pleasant Dreams steps onto the denim scene with uncompromising jeans inspired by rock icons, live shows, and late nights.
Founder Sofie Lee Johansson has a long background in fit development within the fashion industry, with previous roles at Monki, Nudie Jeans, and Dr. Denim. At the same time, music has always been a driving force – both as a devoted concert-goer and musician herself.
– “I wanted to create the perfect pair of rigid jeans for anyone who finds themselves at gigs – whether on stage or in front of it. Slim, but not too tight – and with a great butt!”
The ‘1976’ model is made from 100% organic cotton and produced in small quantities in Portugal. The focus has been on fit: a high-waisted, straight-cut silhouette that’s snug but comfortable to wear. Originally designed for women, the jeans are also a unisex style that works whether worn fitted or more relaxed.
‘1976’
A brand without compromise
After many years in the industry – and a move to the Swedish countryside north of Gothenburg – Sofie Lee decided to step away from the big companies and follow her own path.
– “I felt like many products ended up as compromises. Sometimes that’s necessary, but I wanted to do things exactly the way I envisioned. I handle everything myself – from fit and button design to production planning.”
Instead of launching multiple styles, Pleasant Dreams focuses on a single core product – a carefully developed fit with a timeless wash. The idea is to build slowly, sustainably, and with integrity.
– “My goal isn’t to go big, but to make a living doing something I believe in. I have no interest in chasing cheaper production, jumping on trends, or selling out. Pleasant Dreams is just as much my design vision as it is a life philosophy.”
A modern rock star leads the campaign
The campaign images feature Ann-Sofie Hoyles (Spiders) – a friend, musician, and longtime style inspiration.
– “She’s got that effortless Scandi cool mixed with French emotionality. A modern rock star who honors the past while making it completely her own. That’s exactly what Pleasant Dreams is about.”
Looking ahead, Sofie Lee plans to introduce more washes in the same fit and, eventually, expand into other denim styles and garments – but always on her own terms.
Photos: Anders Bergstedt
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