The Norwegian jeans brand Anti Sweden Jeans is known for its rebellious identity and close relation to the black metal scene. As a protest against the established fashion industry, Anti Sweden will stage their own fashion week in Hell – in the county of Nord-Trøndelag in Norway. Anti Sweden Jeans and Fashion Week in Hell has already caught the attention of Mötley Crew, Steven Tyler and The Killers. Calico Cooper, controversial daughter of Alice Cooper, will now literally be travelling to Hell on earth to front the new Black Metal clothing line.

“We're tired of Swedish brands taking complete control of the Norwegian market. We're tired of a uptight fashion industry and toothless arenas for the exposure of Norwegian design. Now we want to launch our new collection on our own terms”, says Kjetil Wold, founder of Anti Sweden Jeans.

People fascinated by the dark and occult have for many years been drawn to Hell in Trøndelag.

Calico Cooper is going from Hollywood to Hell to front Anti Sweden Jeans collection. Calico Cooper is an educated ballet dancer, but is most famous as a controversial performance artist and model. The LA-based rock daughter is travelling to Hell in Norway to do what she does best – setting the show on fire.

“The Killers toured in our jeans when they wanted a darker, more edgy image, and both Mötley Crew and Steven Tyler from Aerosmith have shown great interest in our jeans. That Calico Cooper is now travelling to Hell, a remote place in central Norway, is a strong confirmation that Norwegian black metal culture, fashion and design has a strong appeal all over the world”, says Kjetil Wold.

The Norwegian extreme black metal band 1349 will also be sure to create the right demonic atmosphere during their gig at Fashion Week In Hell.

Swedish jeans burned in Hell
Anti Sweden Jeans was founded in 2009 when customers were invited to bring their Swedish jeans to Anti Sweden's store in Oslo and get a pair of Anti Sweden jeans in return at the reduced price of 666,-Norwegian Kroner . The offer proved so popular that Anti Sweden decided to go to Hell and burn the Swedish jeans and use the left-over matrial to design a special collection in cooperation with well-known Los Angeles based designer Tod Waters. This collection will be presented during Fashion Week in Hell together with Anti Sweden's new collection, designed by Karoline Bakken Lund.

Tell your friends to go to Hell
A Facebook competition offers anyone the chance to win a "Ticket to Hell". Whoever encourages the most friends to go to Hell gets the VIP tickets. Check out: http://www.facebook.com/antisweden