Brand Mission

The woman we're making these for owns about eight pairs of jeans. She wears two. One of those only works because it went to a tailor — £15 to take in a waistband that gaped two inches and another £15 to adjust the length on jeans that otherwise fit her perfectly.
The other six are still in the wardrobe. The pair that gathers at the crotch. The pair that pulls across the thigh. The pair whose hems pool at the ankle. She's been told for years, in fitting rooms and on size labels, that this is something about her body.
It isn't. It's the pattern. We draft ours from her proportions instead — and we intend to get it right the first time, so there's no tailor, no compromise, and no eight pairs she doesn't wear.
Sign up to follow the journey and gain early access to reserve a pair.