By  on October 18, 2007

PARIS — Swedish denim and streetwear label WeSC, or We Are The Superlative Conspiracy, has arrived in the City of Light.

The Stockholm-based brand opened its first flagship here last month.

"We're a street fashion brand built for life after skating," said WeSC president Greger Hagelin, an avid skater who founded the brand in 2000. "Paris is a key market. The store is the ideal window to show the brand's concept."

Located at 13 Rue Tiquetonne, just off Paris' denim mecca Rue Etienne Marcel, the 970-square-foot store fits in with the neighborhood's youthful streetwear and denim shops, vintage stores and trendy bars.

WeSC's men's and women's wear lines occupy the main floor, and Nike SB, Nike's skateboarding-inspired collection, is displayed on the shop's mezzanine.

The denim-heavy summer collection features Japanese stretch selvage denim and organic denim lines. Prices range from 100 euros, or $141 at current exchange, to 195 euros, or $276. For the warmer weather, WeSC will introduce vivid colors such as fuchsia and yellow in slim fits and will continue its No Denim line of velvet pants.

To help lure hipsters, the store has a gallery in its basement that will display works by young artists inspired by street and urban culture.

"Paris is a tough market," said Hagelin, who noted the brand's key markets include Scandinavia and the U.S. "But street-inspired fashion is still in high demand."

WeSC, which is sold in 20 countries, counts 10 signature stores worldwide, including flagships in Stockholm, New York, Berlin, Seoul and Los Angeles.

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