My favourite and strongest idea in my opinion was the fusion of two cultures.. 

Using this concept of fusion I could link it to chemistry and science. 

The periodic table was my first target, using this as a categorisation stategy for the jeans. You can use the different sections within the periodic table as different styles of jeans. 

Also the elements within the table can be used for such things as sizes or styles as in skinny, straight, boyfriend etc. 

 The O's within the table can be changed to the swedish A to create a visual identity and sort of motif for the company. 

 The table itself could be used as a visual and intertwined into the brand and concept, maybe as the background for the type.