We collaborated with Levi Strauss & Co. to drive heat for the iconic 501 across Europe. We built a grassroots network of 'insiders' from a series of cultural communities, telling their stories and showcasing their signature styles. Our latest episode features Fricky, a rapper, producer and designer from Umeå, Sweden. Fricky became enmeshed in Umeå's music community, which was small but spanned a happy range of genres, from hard-core to hip-hop to techno. This early exposure to different sounds and the blurring of sonic boundaries informs and differentiates Friman's music and his approach to visual presentation. A strong influence on the artist's mode comes from his connection with nature and Sweden's beautiful landscapes.