INTRODUCING...

Let’s make some introductions. We want you to meet Tia, Bailey, Aubrey. They’re our new styles of jeans.

And we want you to meet some friends of ours. Like Jordan who we first bumped into among the neighborhood cafes of leafy Lordship Lane. We photographed him for our street style series and he did such a good job (he’d never modeled before) that we’ve invited him back today. Along with Isser, Sue and Charlotte. To try on our new denim.

We’re introducing them. Introducing our jeans. And hoping everyone gets on really well.

“Jeans make me feel confident,” Isser says, leaning back on the director’s chair on set. “You put on heels, a pair of jeans and a t-shirt when you’re going for bottomless brunch and feel instantly confident.” Isser’s got a full denim wardrobe. “In my mind, there are jeans for different occasions.” Like jeans for her monthly girls’ meet-ups: champagne pre-drinks then trying a new restaurant in Bath. And baggier jeans for chilled Sundays.

She’s on set with us today, trying our Tia crop jeans. She takes a quick sip of coffee. “Something you wouldn’t know about me is I’ve had skin cancer twice,” she says. “It makes me want to make the most of life.”

“DON'T WAIT TO WEAR SOMETHING YOU WANT TO WEAR.”

You might not guess that she’s got one very specific collection: lipsticks. She’s got 150 and counting. “If I go into town and don’t buy a lipstick, I feel a bit empty,” Isser laughs. And when she comes back from shopping, lipstick in hand, she’s greeted by her lovely house cat Travis. “He comes and stays with my husband and I in hotels, he’s that spoilt.”

SUE, CARDIFF. AGE 68

“I think about my outfits every day, not just at the weekend,” Sue explains. She walks onto set, studio lights casting a warm glow. She’s always been interested in fashion and clothes are a way of feeling good. There’s a joy for her in putting outfits together. And being in the shoot today has made her appreciate denim that bit more.

“DENIM IS TIMELESS.

IT SUITS ALL AGES.”

She’s currently trying to be less of a doer and more of a be-er. But it’s not really working. She teaches yoga (like chair yoga to the WI), is learning Spanish with her husband, helps in the village. “Even if I don’t do less, the intention is there,” Sue smiles. “And that’s all that matters.”

Her friends and family always say she’s stylish. But she suspects they’d be surprised she’s modeling today. Maybe she’s underestimated. “At a pub quiz, I’m always the scribe,” she laughs. No one believes her when she says an answer, but then she’ll always be right. “At least my specialist subject can be spelling!” she says, shooting a smile at the camera.

JORDAN, LONDON. AGE 35

“I like to style my jeans dependent on the style of trainers I’m wearing,” Jordan explains, casting his eyes to his shoes. “So if I’m wearing a more chunky style trainer, I like to wear more of a straight leg where you can see more of the trainer. But if I’m wearing a slimmer one, I might wear a wide leg so it swallows up more of the trainer.”

“FASHION IS INDIVIDUALITY.

IT’S SOMEONE’S FIRST IMPRESSION.”

Jordan’s style’s been heavily influenced by music through the years. “Growing up, watching music videos, I’d try and copy my favourite artists.” Music is so key to his day-to-day. He admits that at a party, he’d be the one standing on a table, shouting out all the lyrics. Particularly if its 2000s hip-hop.

But at work (less of a party there), he’d wear jeans to keep it smart-casual and clean. His style’s quite minimalist, quite relaxed. His son is his obsession. As are photography and creativity. And apple juice and white grapes are always in his fridge. (We’re on board with that.)

CHARLOTTE, MANCHESTER. AGE 40

“My style is quite Scandi. Wide and barrel leg jeans are my go-to. Denim’s definitely my uniform.” Charlotte’s a bit more adventurous with fashion in the week. She’s a busy content creator so you might recognise her from our Instagram. And at the weekend, she takes things a bit slower and she’s a self-confessed football mum. “You put on well-fitting jeans and with whatever else you’re wearing, you’ll just look complete.”

“JEANS ARE THE GLUE

TO YOUR OUTFIT.”

“You’d expect with my job that I’m quite extroverted. I am bubbly but I do need that me-time, that alone time,” Charlotte says. Her current obsession is her puppy Sugo. Her boys named her after their favourite restaurant. “And I love travel. I get so excited going to the airport. All I wanted to do when I was younger was to be cabin crew.”

“I really think fashion is a statement of who you are.” She turns on set, as the camera flashes. “It’s your make-up. It’s my way of expressing me and what I’m about. Personality shines through what you wear.”

We couldn’t agree more.

Shop all the outfits that our new models are wearing. And to apply to be in one of our future shoots, keep an eye on our social channels. (It’d be fun.)