For a style that is as ubiquitous in our wardrobes as a pair of jeans, one would imagine that they would be an easy purchase.

But 75% of women - 75%! - say they find shopping for jeans frustrating. And 70% of women admit that the reason they find it frustrating is because they are unable to find the perfect fit. 
And there’s the rub. Because although we depend on them so much - for work, weekends and holidays - finding a pair of jeans that offers a superb, long-lasting fit can feel almost impossible.

They are either too long or too short, too baggy on the thighs or too loose around the waist. Unflattering pockets and waistbands which stick out and add unwanted inches are all common complaints. Not to mention the length of time it takes to scour rails of different cuts and try on multiple pairs in the hope of striking gold. 

This constant quest leads to so much waste. How many pairs of unworn jeans are sitting in your wardrobe right now? Pairs that fit in some places but aren’t quite right in others. Styles that were perfect in the changing room but become a baggy mess after a day’s wear. 

It was this denim dilemma that made me determined to create the perfect range of women’s jeans - for all body types - that would last forever. Using intelligent design to provide busy women with style solutions is our MO, after all.

Our expert design team spent months honing in on every single detail, unpicking all the classic problems that women face when they’re shopping for jeans, and have used their genius (jean-ius?) to find the solutions.

The problem: gaping at the waistWe pored over the rise of a jean to achieve perfect equilibrium at the front and back, so that the waist of our denim hugs in all the right places.

And to help even further, our styles with adjustable tabs at the back of the waist can draw in or let out the fit of a pair of jeans so that you can finally achieve the exact right size at both the hip and the waist.

The problem: unflattering pocketsYou can’t underestimate the role of pockets in making jeans look good. We have discerned the exact size and angle of back pockets - turned slightly outwards - that will help shape your bum to create an incredibly flattering look.

The problem: wrong length Our signature style, the Ultimate Wide-Leg Jean, now comes in two lengths to cater to more heights. Styles like our tapered and barrel-leg jeans are all cut to be ankle-length, with cuffs that you can turn up to shorten the leg length without disrupting the shape. They’ll act as a full-length jean on those who are shorter and will gracefully show off ankles for those who are taller.

The problem: baggingThe key to a really flattering pair of jeans that stands the test of time is using the right kind of denim for the shape. A cut that is slimmer needs fabric with more stretch so that it hugs but also moves with you. A cut that is straight and relaxed calls for a more rigid, authentic denim that maintains its shape and structure.

This season we’re also introducing recycled and organic denim to create a range that is more considerate of the planet, as well as more considered for you. It’s a move that is reflective of our ethos to buy less, but buy better.

The problem: unflattering legsThere are two ways our jeans give you incredible legs. The first is side seams that are brought forward so that they are just visible from the front, creating a sleek line from waistband to hem.
The second is the use of lasers, which allows us to precisely apply the wash so that it’s darker on the outside leg and lighter down the centre, helping to subtly sculpt legs.