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Introducing Fits With Feeling

Our new denim has arrived to instantly lift your wardrobe, your spirits, and your bum.
Pick a fit and boost your mood.

Fashion that won't cost the earth. Check out our Kind range and say hi to a happier planet, & a happier bank balance.

Planet-Friendly Jeans

Our denim is still the same quality and the same amazing prices, only made in conditions that respect our planet, and the people who make them. Keep scrolling to find out how.

Responsibly sourced cotton

Our cotton supports more sustainable farming through the Better Cotton Initiative. So, not only do they look great, but they’re better for the planet, too.

Made with less water

When making our Kind denim, we use less water to process products. This means that we are helping to maintain freshwater supplies.

Made with less nasty chemicals

Our Kind denim helps to prevent the possible pollution of waterways and human health by using less toxic chemicals in the processing phase.

Two girls hanging out wearing their plus size jeans paired with black strappy heels and white trainers.

New Look Daily

Style tips, fashion inspiration, celebrity looks and everything we’re loving right now


One Pair For You, One Pair For Them

Two girls wearing their blue ripped jeans paired with their tie-dye sweatshirts and white trainers.

Dress Code: Denim

The only rule? To look & feel super-cool.

A man sat on a bench wearing light blue jeans with a white t-shirt and a pair of white trainers.

The Easy Blue Jean

Introducing your denim non-negotiables. Simple.