The Denim Collection
Engineered for longevity, designed for daily wear. Our denim jackets and jeans — including trucker and chore styles, straight and wide leg fits — are crafted from 100% BCI (Better Cotton Initiative) certified organic cotton. This cotton is grown without synthetic pesticides and includes regenerative farming practices that promote soil health and biodiversity. Woven at a mill that prioritises sustainability, our denim is made using recycled water systems and incorporates both pre- and post-consumer recycled yarns in production.
This is rigid, untreated denim designed to break in, not wear out — evolving with each wear to become uniquely yours.
As David Bowie once said, “A small jean genie snuck off to the city, strung out on Perci and all of that good stuff.” Or something like that. Bowie definitely said something along those lines. Denim is probably the most iconic and versatile fabric in the Western world, and definitely the best thing ever to come out of France except for David Ginola. Singers have been singing about it and writers have been writing about it ever since wearers have been wearing it. There’s a reason for that. Denim jeans, denim shorts, jean jackets and denim shirts have all planted sturdy roots in popular culture and they’re not going anywhere. We even once rocked a pair of Daisy Dukes at a country gig and you weren’t there to see it but you missed out. Why is denim so timeless, though?
The Story Behind Denim: From Workwear to Wardrobe Staple
The denim origin story is a bit like the Oasis origin story. Oasis were trying to be The Beatles but ended up being successful in their own right, whilst denim is a result of some French guys in Nîmes trying to copy the corduroy trousers they saw Italian blokes wearing. They messed it up and ended up with a new material. This new fabric that came from Nîmes was called ‘denim’ because, en français, it’s de Nîmes—from Nîmes.
The French birthed denim, but it was the Americans who perfected it. Levi Strauss et al began manufacturing practical denim jeans for the masses. The UK actually made the first all-cotton denim jeans but we’re gonna let the yanks have this one—they made it their own, fair play. Over to you, U.S.A.
Our Styling Tips for Denim
If you know what you’re doing, denim is the easiest thing in the world to style. Let’s address the elephant in the room first—the Canadian tuxedo. Don’t let anybody tell you otherwise—the Canadian tux is absolutely a viable option, you just need to be confident with it. Don’t apologise, hold your head high, know that you look class, and everyone else will know it too. If you’re not opting for a double-denim look, have a think about what kind of tone suits your personal style best. More washed-out tones are better for casual fits, whereas richer, darker tones suit smarter styles. Any of our jeans are going to pair beautifully with a classic, clean White T-shirt, and a Knitted Polo will complement denim jeans whether tucked or untucked.
Popular Denim Colours & When to Wear Them
We’ve got Six denim colours for you to choose from:
- RAW: Gordon Ramsay would hate this one but, stylistically, raw denim is cooked to perfection. A darker blue that provides a smart, borderline formal look. Solid choice for a double-denim combo or for pairing with smart trousers.
- MID WASH BLUE: As classic as it gets. Immune to time, impervious to era, trends come and go but mid wash blue denim lives forever. Viva la MWB.
- LIGHT WASH BLUE: You’re a fun guy, you’re bright and energetic and happy to be alive. You live for the summer. You’re having a bloody good time, today.
- BLACK: You could be on the way to work, you could be going to a gig, you could be going to the shops, you could be going down the pub, you could be on holiday… Nobody knows and it’s none of their business.
- WARM GREY WASH: You’re a bit alternative, a bit of a mystery, and all the more desirable for it. You’re fifty shades of warm grey wash unknowable man.
- INDIGO: You’re deep. Not like, quoting-Kerouac-on-your-dating-profile deep but quietly, confidently deep. Indigo is the thinking man’s denim. Not trying too hard, never underdressed, always landing the right impression. It’s got that rich, inky depth that looks equally at home in a gallery or a late-night dive bar. Wears well with time, like a good story or a great song.
