our fit promise
We started this process to selfishly try to perfect a pair of denim that we liked. We quickly learnt that bad fitting denim is a global frustration across most women. Yet, denim is one of the most worn items in everyone's wardrobe, whatever the occasion.
We promised better fitting denim and we have worked so hard with our community to get that. We can’t promise the denim will fit you perfectly, but we can explain why we feel we are one step closer and why we will continue to listen to you to make pieces fit you and not the other way around.
OUR TEAM
As a personal expert in denim, Naomi has always been invested in good denim and struggled to find something that came close to perfect. Combining Naomi's personal interest in denim and pairing it with hers and her co-founders experience in brand building –– Naomi and Charlotte knew denim needing reinventing in a whole new way. Alongside the expertise of the two founders, Naomi and Charlotte, appointed a freelance designer at the beginning of the journey as they knew how important it was to invest into someone who had the experience in garment technology and understand fits so much better than they did - they knew they didn’t have the expertise to do that, so without our designer we would have not be able to get close to making the pieces fit better.
With over 10 years of experience in Design and Development in premium fashion in London, she understands good products incredibly well but also has the skill set to design and make incredible pieces from scratch - which is why our design is so unique.
OUR COMMUNITY
Rolling this out to a community of women was always a risk and wasn’t always our intention. We spoke with friends, family and some of our earlier followers to start with but quickly realised it wasn’t a true reflection of women's bodies.
After opening up the project to a wider group of women we had 1,000’s of applications overnight of women sharing their frustrations, which led us to ensure all our pieces we’re being trialled and tested by you.
The community taught us so much so early on - we understood more about re-occurring issues with denim and preferred weights, which made us divert and switch up our choices.
OUR DEVELOPMENTS
From the expertise of our team to the insights from our community, we were able to make small, simple changes that are incredibly impactful.
Changing up the standard grading rule –– something that is used across most brands, all over the world –– adjusting the waist to sit higher across sizes in the same style, adding extra inches into the thighs and bum and tapering in the waist.
For The Straight –– since a straight pair of denim is one of the hardest to flatter all body types but most popular we wanted to try and tweak this first –– we have adjusted the height of the waist band to peak slightly more at the back and dip at the front to create a more flattering fit around the waist. The waist is tapered in slightly more than the usual grade spec, whilst we added more room around the waist and thigh area based on the waist to avoid the gaping at the back and clinging to the thighs.
We opted for a wider size range of leg lengths in the straight as the style is a slimmer fitted, more tapered leg so should sit just about the shoe.
For The Loose –– although a looser style may seem easier to fit, we found this style was less flattering on women's bodies due to not highlighting our curves. With this in mind, we focused on tapering the bottom back, waist band to sit tighter onto the body, adding in larger pockets to create a rounder frame and tapering the top of the leg, lower buttox area to sit ever so slightly off the bum –– showing some of our curves but creating a looser style.
The leg lengths are less varied with this style due to style being able to be worn either high on your waist or hip length.
OUR FEATURES
Something that isn’t new but hasn’t been used often is the adjustable waist detail. We’ve specifically developed our own elastic to avoid ruching of the denim but give enough of a pull to bring in the waist to fit more comfortably, depending on where you wear the jeans.
OUR FINISHES
The development of the denim doesn’t end with the fit –– we have been through a number of sampling options and research to perfect the same details, so every detail on the denim has been thought through.
Our back pocket alignment has been chosen to specifically sculpt the bum area and create a more peachy look. Whilst the crotch length has been adapted to feel feminine, create a beautiful shape around the bum but without an uncomfortable chafe.
The washes have been developed to look and feel expensive –– we have added elements in to create a vintage grain to allow the denim to wear well.