2nd September 2021
FEEL GOOD DENIM
SPRING 21 IS HERE
When people ask what is most important to us as a brand. Our answer is simple.
We design denim to inspire you to Feel Good in your own skin.
This Spring we explored soft yet durable fabrics that feel good against your skin. We focused on ethically sourced denim & sustainable practices that work better for the environment. But most importantly, we wanted to ensure that our denim fit library was the most inclusive on the market, catering to a range of ages, body shapes and sizes so that you’ve got what you need to feel good, always.
We’ve been creating high quality denim for denim lovers of all ages, body shapes and sizes since 1949, and we’re proud of it. We believe in the power of diversity and people feeling good in their own skin, with locally designed and ethically sourced denim made for every mood, every moment and every body.
For years, we have built on the strong momentum of our sister brand Lee, whilst priding ourselves on creating ethically sourced denim that fits seamlessly into the active lifestyle of our wearers. We believe that denim is a wardrobe staples that can be worn by anyone, which is why as we move forward we want to put the spotlight on what lies at the core of our brand – our rich diversity, particularly when it comes to our denim offering.
