STROM is a brand new premium denim collection that will be launching for Fall/Winter 2013! The brand was created by top Swedish model-turned fashion designer, Erika Stromqvist. She focused the collection on the silhouette of each style. Erika’s key styles for the season include a variety of crops, boyfriends, cigarettes and skinny silhouettes in vintage selvedge denim and a full range of novelty styles including the poppy, which features a long folded cuff that gives the illusion of a chic, skinny leg warmer.

“For me fashion and particularly denim is about feeling and looking good without trying too hard,” says Stromqvist. “STROM is
about the right attitude, understated and streamlined, to enhance your own personal style through my designs.”

Throughout her extensive modeling career Erika learned valuable knowledge about fit, technique, attitude and style from some of the industry’s top designers including Nicolas Ghesqui├¿re, Karl Lagerfeld, Calvin Klein and Marc Jacobs. This encompassed everything from inspiration boards and seasonal concepts to fittings, runway shows and advertising campaigns. From her early days in Sweden, to her vast portfolio of work in the fashion industry, Erika looks forward to launching STROM as a global brand.

STROM will be officially launching at Ron Herman stores for the coming season and retails from $180 to $200 and $180 to $250 for the novelty styles. You can see some of the new jeans in the gallery below, but what do you think of STROM? Do you think it will be a hit? Comment and let us know!

Written by Lorna Burford