Crocker Jeans is a Swedish denim brand founded in 1976 by JC Jeans Company and it has always been the best-selling brand in the JC Scandinavian stores. JC Jeans Company is a Swedish chain store that handles multi-brand clothing, founded in 1962 by Arne Karlsson and Gunnar Lenfors. They decided to come together and found the first chain of shops called JC Center. The aim was to promote a new style
and overcome wholesalers of clothing who had the monopoly at that time. Gunnar Lenfors was the first one who understood that, in the small town of Varberg, the small merchants must stay together in selling to be not powerless against the wholesalers of clothing. Furthermore, in 1950, it started to emerge a new concept of fashion aimed at young people. In fact, in these years, jeans founded their own way from USA to Sweden. Gunnar Lenfors followed this new concept and with other people, like Anne Karlsson and Jonny Andresson from Göteborg, set up the Junior Center, a real chain of dealers, independent, that worked in purchasing and marketing of clothing for young people. So, the basic idea was to provide fashion for “Juniores”. The first shop was opened on September, in 1963, in Helsingborg and there was 27 dealers. In 1990 the name and logo of JC changed in JC Jeans and Clothes, but only in 2012 definitively became into JC Jeans Company. Gunnar Lenfors explained how he convinced the others traders to be a part of Junior Center: “We realized that we turn to the right customers with the right fashion. We were all traders with an interest also turned to profit, the pilot needed to reach our goal.” The Junior Center stores grew in the small towns across Sweden, in the mid-70s there were as many as 71 stores. During this time, in 1976, was born the Crocker brand, founded by the JC too. The style is characterized by clear lines, deep colours of black, blue-gray, cold gray colours give a strong impression of Nordic minimalism. From 1976, Crocker is and remains the brand of JC stores, accounting for 51% of all products sold in shops where are also present other brands such as Diesel, Replay, Noodie, Tiger, Edwin, Lewis, Lee, Acne and other. The JC, becoming a leader in the sector, following the change of style and needs, distinguishing itself especially for creativity, came to satisfy more and more trends, until 2014 when, with the acquisition of JC shops by a large Chinese group, Crocker becomes an independent brand with two lines: Crocker Authentic and Crocker Stockholm. The latter takes its name from his own hometown in Northern Europe, Stockholm, cosmopolitan and extremely modern city, as the style that want to give with this new line, rigorous and minimalist featuring the entire collection. In these, design is a non-vintage style, the main component, and that makes the “no wash” impeccable. This is because even after washing the head, retains its dark colour and shiny. The few graphic elements used are inspired by modern architecture. With the New Italian Creative Direction, Crocker brand aims to become one of the most attractive Scandinavian brand in the global landscape. For this reason, from 2016, Crocker will be distributed in Italy, France, Spain, Russia, China and the USA, as well as, as always, within its JC shops.
