Bay Icon is a fairly new Swedish brand focused on or inspired by workwear and the early 1900's styles, which means that their collections include a lot of flannel, plaid and of course denim.
The clothes are inspired by (surprise) Lee, Levi's, Blue Bell et al. What makes Bay Icon special is the fact that they use a triple chainstich in two colors, orange-light yellow-orange, the red(!) leather patch and that their denim is coated with ammonia. They are also different in that they are less true to the original than the Japanese brands, and add more of their own character and details, like the two triangles that is their logo and the plaid lining of the jacket shown above.
Their regular jeans model is also somewhat different from other repros, it is loose up top but tapers and ends in a narrow leg with a small leg opening. And of course, there is also the triple-stitching on most seams.
All their denim is selvedge and around 12 oz in weight and as mentioned earlier, coated with ammonia. According to Bay Icon the ammonia makes the jeans wear in differently and it will keep the unwashed look even after wash, wear and tear.
They will be releasing a pair of "extremely limited edition" jeans, the Street Cowboy, this fall, made out of untreated(no ammonia), 3mm in width, redline selvedge denim. The price will be around 2500 SEK/$340 and a pair of braces and a hempbag will be included. I'm looking forward to seeing these, but I am not sure if I will buy a pair as the price is higher than or the same as that of most Japanese jeans and I already have a lot of jeans on jeans-to-buy list. Their other garments are very reasonably priced, though! Their jeans are 1200SEK, denim jackets are 1500 and L/S shirts are 649, for example.
Apart from their jeans I also like their denim jackets and flannel shirts. I recently bought a FreeBee denim jacket though(more on that later), so I won't be getting one from Bay Icon, and the flannel shirt in red/white/blue seems to be sold out in size small, which is very sad - let me know if you know a place that still has this shirt in the right size and color in stock!
Bay Icon @ Caliroots
Bay Icon @ shotgun.tv