Q&A with Ruedi Karrer aka @swissjeansfreak

Name: Ruedi Karrer

Birth year: 1959

Location: Zurich

Profession: Geographer and Founder of The Jeans Museum

How Ruedi Got On Instagram

Thomas: How did it all start with your Instagram feed? When did you join the platform?

Ruedi: After using several social platforms like Mynudie or Superfuture, I randomly found Instagram in 2011.

T: Why Instagram? What are your goals?

R: I found out how easy it was to upload pictures with captions and hashtags.

T: How did you get your nickname (the Swiss Jeans Freak)? Did you come up with it yourself?

R: Yeah, it was actually just my own idea since I was sure that I must be pretty freaky for everybody with my super strong raw denim addiction. I used the same nickname on other platforms I was on before Instagram and on Twitter as well.

T: How much time do you spend on Instagram on a daily basis?

R: About 2 hours.

T: How do you take your photos? (By yourself, with the help of others, etc)

R: I always take my pictures with my iPhone 6 Plus.

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One of the things Ruedi is known for is that he (almost) always wears raw denim. Even when he’s skiing.
T: Which tools do you use?

R: I never use any additional gear; no tripods, no special lenses, never a filter nor PhotoShop, just the plain picture as it is.

T: What’s your editorial flow?

R: They’re all randomly taken. But I usually try to post in the morning to be able to check the reactions during the day.

On special events like denim trade shows, I always take some pictures that I post over the next days.

T: What are your favourite locations to take photos? And why?

R: Mountains or while working like when I’m cutting wood. I love both raw denim, mountains and working, so I try to combine them.

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Ruedi wearing a denim jacket or two.

Ruedi’s (Very Special) Denim Style and Preferences

T: How did you get into denim?

R: After our big family received 2 pairs of Levis jeans in a cloth donation parcel in 1973.

In this video interview, Ruedi explains why he’s so obsessed with raw denim.

T: What’s your favourite feature of jeans?

R: I love all kinds of strong, natural raw denim evolution like on the fly, front pocket scoops, whiskers, honeycombs, back pockets.

T: How do you wash your denim?

R: Never.

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Ruedi in his Museum with a visitor.
T: What’s your favourite denim brand?

R: I love green cast denim the most, and I love all raw denim brands with a lot potential for fading evolution!

T: What’s your favourite fit? And why?

R: Straight cut, and I always wear them a little oversized to make them more comfortable.

T: Which boots and leather goods do you wear with your denim?

R: A leather belt and my legendary sandals 😂

Watch this video where Ruedi talks about his sandals and other quirks.

T: Which sneakers do you wear?

R: Asics.

T: Favourite item that’s not denim or leather?

R: My beanie from @hattersanonymous, my running shorts, and many T-shirts.

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Ruedi wearing his indigo-dyed HattersAnonymous beanie inside a snow hut.
T: Where do you buy your gear?

R: Sneakers and outdoor equipment in an outdoor store, denim items I have more than 50 pairs on my waiting list since I’m a too slow fader so no buying anymore.

T: What’s your monthly clothing budget?

R: For myself, less then €20 per month. I have too many items and they will last longer than I’ll be alive.

For The Jeans Museum, I spend about €300 every month for some new raw denim gear.

T: What styling tips would you give your followers if they wanted your style?

R: Just wear them a little bit oversized to have them comfier and do some outdoor activities in them and avoid water as long as possible

Ready for More Q&As?

If you’d like to read more Q&As, you can check out all the previous ones right here. Want to make sure you never miss one? Sign up for the free weekly Denimhunters email newsletter.

… Want more Ruedi?

If you can’t get enough of Ruedi, and you haven’t seen it already, check out this fantastic mini-documentary that Benzak Denim Developers made about The Jeans Museum.

Author

Thomas is the founder of Denimhunters. As a marketing professional who has specialised in denim, he consults for the industry. Anyone who knows him will tell you he's a perfectionist and a die-hard denim fanatic.

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