The New Line for Women

After months of pattern adjustments, three silhouettes gradually emerged,  each offering a different balance of rise, shape and proportion.

Each begins with the same question:
How should a pair of jeans sit, move and feel through a day?

 

The Edna

Relaxed wide
Mid to low rise

The Edna is the most relaxed of the three.

Designed to sit slightly lower on the waist, the leg falls freely from the hip into a wide, easy shape. Generous through the thigh, it creates movement without feeling oversized.

The aim was simplicity, a wide jean that feels natural rather than exaggerated.

Back darts replace the traditional yoke, allowing the waist to sit neatly while keeping the line clean through the back. In selvedge denim, the structure holds the shape; in organic denim, the fabric softens and drapes more fluidly.

Cassie took hers travelling:

“Safe to say Edna is basically my closest friend this year - I am completely obsessed.”

Florence noticed the balance between structure and comfort:

“These jeans are incredible - the best I’ve ever worn. I love the wide fit and the colour.”

It’s a silhouette that settles with time, where the denim softens, and the leg finds its rhythm with wear.

 

The Mari

High rise
Slim leg

The Mari offers a different approach.

Cut with a higher rise and a refined line through the leg, it holds a close silhouette without feeling restrictive. The intention was a jean that feels a little sharper, something that moves comfortably between casual and more dressed moments.

A traditional back yoke shapes the waist, while a zip fly keeps the front line clean and simple.

The pattern work here focused on balance, ensuring the rise sits comfortably while the leg remains slim but easy to move in.

Amy’s feedback was short and honest:

“I have feedback, but I think it might be unhelpful… I can’t really fault these.”

Elen noticed it straight away:

“First try on - perfect. It just felt right.”

Sometimes the best feedback is the simplest.

 

The Astrid

Mid rise
Mini barrel

The Astrid introduces a softer, more contemporary silhouette.

Sitting naturally at the mid waist, the leg curves gently outward before tapering back towards the hem. The shape is subtle, where it’s designed to add character without feeling exaggerated.

The idea was a barrel leg that remains easy to wear.

Susan described the fabric and structure straight away:

“Crispy as you’d expect from raw denim, but the reverse is soft - almost like flannel.
The fit is good and really comfortable for a full day walking around or sitting at a desk.”

She also noticed the balance of the shape:

“It’s not exaggerated or panelled — it’s a very wearable barrel leg.”

Shiv tested them through everyday routines:

“I’ve spent a lot of time sitting at my desk and travelling up and down the country, and they’ve been really comfortable.
I’ve also walked in them a lot — up hills and over stiles — and they’ve softened more and more over the past two weeks.”

And perhaps most importantly:

“They also work well dressed up with a heel and blouse.”

The Astrid sits comfortably between structure and ease, a modern shape that remains practical for everyday wear.

Three New Silhouettes

Each silhouette offers a different balance of shape and proportion.

Relaxed and flowing.
Refined and slim.
Softly modern.

Three shapes built through the same process of pattern work, wear testing, and time spent listening to the people wearing them.

They join the range this April.

And like all good jeans, they’ll reveal themselves properly once they’re lived in.

SIGNUP FOR EARLY ACCESS.