Why?
DEM Collective monitors the entire process of production, from the picking of the cotton through the dying of the fabric and the assembly of the clothing.  Owner Annika Axelsson is on the ground in Sri Lanka and knows what’s happening every step of the way and is therefore able to make sure that no one is mistreated during the process.  Owner Karin Stenmar manages operations in Sweden.

Waste
Excess from the manufacturing process is currently turned into reusable bags that customers are given to take their purchases with them.  What about when the t-shirt’s life is over? Well they can be returned to the store and recycled into the same bags or other products that are in development.

To me, the justice in the working environment is evident in this creative and fearless development process.  You see, the factory workers are the ones who come up with additional ways to re-use extra scraps.  While at the store Annika showed me two repurpose possibilities.

And why is this important?
Because most of clothing produced today takes advantage of the workers and pollutes the environment.  Before you say – pollution and injustices on the other side of the world don’t affect me, think again.

But back to DEM Collective…
Annika had her life change on a trip to Sri Lanka to visit a penpal at age 13.  While there, she visited a factory while bringing her penpal’s sister lunch at the factory because she couldn’t leave the factory to eat.  The factory’s poor conditions inspired Annika to revolt against the clothing industry in colorful and not so colorful ways over the years eventually landing her as the owner of her own factories and business in Sweden.

One in a thousand…
The hot, new, handwoven, numbered jeans that DEM produces were brought to existence after some frustration that Annika couldn’t own a pair of new jeans without doing harm to the environment or others.  The jeans they sell are currently the only environmentally friendly pair available.  The dies are non-toxic indigo and the pants themselves are handwoven.  Possible the coolest part about them is that the reason they are numbered is so that their sustainability can be tracked through a local university.

So is DEM Collective a fair trade company?
No, they consider themselves more than fair and don’t think the fair trade standards are enough.

And DEM? It stands for Don’t Eat Macoroni an anti-fast and junk food slogan from Jamacia.

Currently available in New York at Ekovaruhuset it appears that with effort you can also make purchases at DEM Collective’s online store (no Swedish language skills necessary.)

In case you are interested in more…
An article on Treehugger talks about where this company was in 2007.
An appearance by the Company in EcoChic Magazine which goes more into some of their great practices.

I found out the the reason for the cops was because this particular match-up had a history of fights.  Part of the tension comes from both teams being at the bottom of their league.  This was a VERY important game for both of them.  The winner would have a better chance of staying in the league.  In Sweden, the team at the bottom drops down to the next lowest league based on performance.  Also Göteborg is know as the second city in Sweden to Stockholm…

Goalie down! and the crowd chants 'You're sexy in pink!' to show their support

Göteborg has four football teams at this particular level.  Gais is currently ranked lowest, but I can attest has some passionate fans.  The stand roared with coached cheers, chants, and song even before the team came onto the field.  I am not sure that that passion let up for more than a few moments at any time during the 94 minute game.

The game started and I hadn’t found the people I came with so I found a spot to stand in the bleachers and watched the game, chatting with the woman next to me.  Goal! Gais scored first in the game.

I took a break just before halftime and when I came back found my standing place taken.  So I had to move on to find a new one.  Still no sign of my new friends.  I found a spot at the very top row, got to talking with the people around me and got a great education about the details of the rivalry between these two teams and Swedish soccer details.  The other team scored.  Boo!

Finally, just before the end of the game I ran into the women I had come with.  The game ended tied 1-1.  But I ended the night with new friends and having had a great experience.

I had little trouble finding my hotel and getting checked in although the pouring rain made me walk in to front door looking like I had taken a shower in my clothing.  After I settled in I went for a walk to check out the nearby area and sniff out dinner.

I made my way down the street and noticed a something I had also seen and heard in Norway.  Football (soccer) fans pre-game.  Now while I had avoided the pub in Oslo I decided this time to go in. Why not?  The place looked like it had food, and maybe watching the game in the pub would be fun.  I might even get a chance to meet some locals.

So I walked in to the Gamle Port and squeezed my way up to the bar.  What am I thinking?  I should just go to some quiet restaurant and have a relaxing evening back at the hotel.  But, I’ve gotten this far and am not going back now.  One beer and some football and then I can move on if I still feel this way.  I was still unsure at this time about tipping.   The guidebook said not to leave a tip, but I saw other patrons doing so.  I turned and asked the guy crammed up to the bar next to me what I should leave.  Once that was taken care of I decided to go outside and get some air, the place was hot.

Outside I asked a nice woman why there were so many cops around.  She explained to me that everyone there was getting ready to go to the Gais game and that the place would be empty in 5 minutes.  We got to talking and she asked if I wanted to come to the game, which was only a few blocks from my hotel and where we were standing.

Knowing the reputation of European football fans, I figured it would be an experience if nothing else…

The lovely weather.