The Edna - Getting to know her.

An easy favourite

There are some jeans you ease into over time, gradually working out how they fit into your wardrobe.

And then there are some that don’t wait for that.

Since the launch, the Edna has quickly become one of those pairs. The kind that feels right from the first wear, and even easier the second time you reach for them. The ones that simplify getting dressed in the morning, because they already work with more than you expected.

 

The Shape

The Edna sits mid to low on the waist, with a relaxed, wide leg that falls with a natural drape.

The intention wasn’t to create something oversized or exaggerated, but to find a shape that feels generous without losing its sense of proportion. There’s room through the leg, but it’s held carefully through the waist and hips so it doesn’t overwhelm.

That balance is what makes it work, particularly for women who want something looser through the leg without sacrificing shape through the top half.

As Flo described it:

“They don’t balloon around my hips… I don’t know how to describe it, but it just works.”

First Impressions

Wider jeans often come with expectations. That they’ll feel heavy, or take time to break in, or need styling to feel right.

What’s been interesting with the Edna is how quickly those assumptions fall away.

“These jeans are incredible. The best I’ve ever worn.” - Flo
“Safe to say Edna is basically my closest friend this year.” - Cassie

There’s an ease to them that makes them feel familiar almost immediately, even though the shape itself is different.

How It’s Worn

The Edna is a jean that gives you options, but it starts with the fit.

Worn true to size, it sits at a mid waist with a relaxed feel through the leg. If you prefer it to sit higher and feel more held through the waist, sizing down brings the shape in slightly while still keeping that ease through the leg.

From there, it’s about how it falls.

Left long, it drapes cleanly over the shoe, softening the silhouette. Turned up, it becomes a little more defined, bringing structure back into the line and shifting the feel of the jean entirely.

It pairs naturally with more considered footwear - a simple loafer, a soft leather sandal, or something more directional like a tabi. Equally, it holds its own with a heavier shoe or boot, grounding the volume of the leg without losing balance.

There isn’t one way to wear it.

It adapts depending on how you style it, which is what makes it easy to come back to, day after day.

How it Settles in

The Edna is for the days when you want to feel comfortable without feeling undone. When you want something looser, but still considered. Something that works across different moments without needing to change.

It doesn’t ask much of you.

You don’t need to overthink how to wear it, or adjust to it over time. It settles in quickly, finding its place without much effort.

And before long, it becomes the pair you reach for without thinking.

As Cassie put it:

“The jeans are so so amazing. They’ve become that pair I grab for absolutely everything.”