OUR BRAND STORY – A COMFORTABLE READ
Henry Choice is Norway's oldest denim brand, born in Oslo, with a heritage dating all the way back to 1989 – a time when denim was the ‘uniform of the revolution.’
Much has changed since this time, and today it is not easy to stay up to date on what is in or out. Because today everything is allowed.
And that is exactly the challenge - everyone is following and observing our every step. When our lives are being played out in social media, the freedom to do what we want is being held in strict rules of expectations by everyone watching.
It is even more demanding than ever to just be yourself, and not the one we believe we have to be.
In such times, we need some reference points, something that has always been there as it is, just like jeans. But jeans are also hardly recognizable. This versatile and universal clothing piece is now stirred into a big, confusing and chaotic fashion cocktail.
Henry Choice would like to bring denim back to its roots again. Jeans should be what you wear when you want to feel comfortable, when you do not want to try too hard and when denim is ‘just’ enough.
Henry Choice has jeans for most guys (and soon girls), in timeless and trendy washes.
Henry Choice stands for good quality denim with good comfort and fit. Our jeans are made in Turkey at the best factories, where sustainable production is in focus.
Henry Choice's design philosophy is to praise the universal denim garment just the way it is. Therefore, the collection is always based on good quality and a simple, relaxed style.
Henry Choice wants to make people comfortable enough to ‘just’ be themselves!