About us

OUR BRAND STORY

Henry Choice — Denim since 1989

Founded in Oslo, Norway. Made for everyday life.

Since 1989, Henry Choice has crafted denim with a true Norwegian spirit. Back then, real jeans were out of reach for most. We changed that—bringing quality denim to everyone at a price they could afford. At our peak, Claudia Schiffer wore Henry Choice, and over 750,000 pairs of jeans flew off the shelves each year.

Our roots lie in workwear—rugged, durable, built for everyday life. Born from Norway´s resilience and grit, our heritage is hard work. Today, work looks different, but comfort and reliability matter just as much—whether working in the office, on the farm, or at the daycare. We make jeans that fit well, feel good, and last. At Henry Choice, jeans are more than clothing. They’re the ultimate everyday essential—easy to wear, easy to style, and always just right. Our brand stands for comfort, simplicity, and authenticity.

Our products

Henry Choice takes pride in timeless, long-lasting design. We offer versatile jeans with modern fits, classic washes, and a distinct denim edge—alongside shirts, tees, sweaters, henleys, and jackets that carry the same denim spirit. We offer a down-to-earth style, effortlessly built to layer.