Changing the world, one perfecto after another, such is the mission of Deadwood, a Stockholm-based label founded in 2012. Behind this idea, two creative minds: Felix and Carl. Both salesmen in a shop in the Swedish capital, they share a common interest in culture and ecology, and the desire to create a project together is not long in coming. A bar, a band or a shop? It is the latter that finally comes to fruition when they find a space in the south of the city where they offer a selection of their favourite and vintage brands. After a few years, the tandem starts producing their own pieces signed Deadwood. For Felix, who has studied sustainable development, and Carl, whose sensitivity for a more responsible consumption alternative is beyond doubt, their label had to take ecological issues into consideration. The leather jackets, the label's flagship models, are therefore made from scrap leather, discarded tannery hides and cut-up vintage clothing. Their lining is made from recycled plastic bottles. Antithesis of fast-fashion, Deadwood wants to reinvent the way of approaching fashion by renewing its collections twice a year and by imagining timeless silhouettes to be worn year after year. This lifestyle brand that contributes to preserving the planet speaks to rebellious souls. Proof of this is that Iggy Pop, the precursor of the punk movement, approached the two acolytes to order them a tailor-made jacket. While advocating quality instead of quantity, Deadwood is not resting on its laurels. Indeed, the collections are embellished with shorts, skirts, trousers and leather bags that stand the test of time. Positive waves, a grungy attitude and a green conscience sum up Deadwood's inspiring world.