While the term ‘wardrobe staple’ can often be overused, there is one item that nearly every woman owns: a pair of humble jeans. So versatile are they, we decided it was time to give this design classic its very own capsule collection in the form of Finery Denim. Designer Merje Laiapea tells us more.
When it comes to go-to items you can easily throw on, there aren’t many things that are easier to wear than a pair of jeans. While this was a consideration for Merje and the rest of the design team, it was equally important that the styles they created echoed the rest of the season’s aesthetic: elegant and feminine but with a boyish twist. She also drew inspiration from 1940s workwear – elements of which are echoed in the Ash. With its wide cut it is the perfect pair for those who prefer their jeans wider than the ever-popular skinny. ‘Displaced outside leg seams – side seams that do not sit on the true ‘side’ of the leg – make for a flattering silhouette,’ explains Merje. Cut to be slightly cropped, they are, as Merje points out, very versatile. ‘They can be worn with a crisp shirt or a softer blouse or a chunky knit for colder days.’
Another element that was just as important as the cut was the fabric quality. After lots of searching, Merje and the other designers finally settled on a Japanese denim. Synonymous with premium jeans, Japanese denim is durable, of an extremely high quality and well crafted. ‘The cloth is woven using traditional methods and dyed naturally.’
To celebrate the launch of Finery Denim, we've created an exclusive tote bag that we will be gifting to the first 200 people who purchase a pair of our jeans. Printed in England, each bag is crafted out of sustainable cotton and has been produced using environmentally friendly methods.