What’s Your Favorite? With Mats Andersson

A new topic on Long John is What’s Your Favorite? In this topic, we ask denim professionals within the industry, or true denim aficionados his, or her, favorites as it comes to denim brand, denim jacket, food, music, store, and so on.

The first editions are already online;

The new edition is with Mats Andersson, founder of the Indigofera brand.

This topic is made in collaboration with Denimhunters.

mats andersson

Photo by Martin Jahnke (Blackdays).

  • Name: Mats Andersson.
  • Location: Sweden. I live in the countryside outside of Stockholm called Saltsjö-Boo.
  • Profession: I’m working every day on my brand Indigofera.
  • Instagram: @indigoferajeans

What’s your favorite denim brand? 

Well, Indigofera… if I can’t choose that here’s three options for you.

Iron Heart for their consistency and vision of what they wanna be and are. They also develop as us many fabrics that are unique to them. I respect that process.

Kapital for their playfulness with indigo, and in general digging in to old techniques of fabric and sewing.

Levi’s because of their branding and being one of the brands inventing this category we call denim.

What’s your favorite pair of jeans?

Clint jean, first jean we made for Indigofera. Best I ever had.

What’s your favorite denim jacket?

Fargo jacket, the first jacket we made for Indigofera.

What’s your favorite footwear brand?

There is a couple of good ones out there but I have to say Red Wing, just by looking what’s in my wardrobe they are dominating that. But I also can find a variety of boots I like to where, Pecos, different lace up boots. Other brands often have one good style. Red Wing have lots.

What’s your favorite retailer?

There are many but can name them all, but i’ll give you 3. Pick one or all of them.

Working with craftsman ship as indigo dyeing, hand mending in the store and mixing that with unique vintage selection and great brands from across the world.

  • Standard & Strange in Oakland CA, USA.

They are in the forefront in the US market creating interesting collaborations with the brands they carry and introducing new brands to the US market from Japan and Europe.

They were early on with the biker culture and developed the heritage scene,  evolving and bringing interesting brands to the German market. Always strong look and was early with online store in Germany.

What’s your favorite Instagrammer or person in the denim industry?

Kerstin Neumüller, co-owner of Second Sunrise, and autor of the books “Mend & Patch”, and the book Indigo”. In their great store in Stockholm they do indigo dye events on a regular base and have created a hub of craftswomen/craftsmen.

What’s your favorite accessory?

@makerandsmith. Our go to smith, makes great rings and stuff I wanna wear.

What’s your favorite food?

My homemade pizza at the moment.

What’s your favorite music?

Israel Nash’s new album out now, called Topaz, great stuff.

What’s your favorite book?

The Endurance: Shackleton’s Legendary Antarctic Expidition by Caroline Alexander.

In August 1914, days before the outbreak of the First World War, the renowned explorer Ernest Shackleton and a crew of twenty-seven set sail for the South Atlantic in pursuit of the last unclaimed prize in the history of exploration: the first crossing on foot of the Antarctic continent. Weaving a treacherous path through the freezing Weddell Sea, they had come within eighty-five miles of their destination when their ship, Endurance, was trapped fast in the ice pack. Soon the ship was crushed like matchwood, leaving the crew stranded on the floes.

What’s your favorite quote?

”There was nowhere to go but everywhere, so just keep on rolling under the stars” by Jack Kerouac.

This topic is made in collaboration with Denimhunters. You can jump to their site for more Q&A’s about Mats Andersson here.


In case you have missed the previous What’s your favorite? Check them out here;

If you’re interested in showcasing your brand or product on Long John to reach your target audience, read more about it here, or send an email to: wouter@long-john.nl
Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.