Self Cinema is the Swedish denim brand built on the principles of being 'sustainable, responsible, innovative and cool.' Founded by industry veterans Anthony Rock and Samuel Thomas in 2019, the label's contemporary classics are inspired by Scandinavian, Parisian and New York style. Sustainable practices are employed throughout each stage of production, from fabric sourcing to ecological washing and utilising recycled metal hardware. Explore the collection of organic cotton tops, EcoNyl jackets and Japanese ring-spun denim jeans. Or in other words: wardrobe essentials.