If you've ever struggled, shimmied or even slipped into a pair, this best describes your relationship with denim: it's complicated. No matter your genes, jeans generally come up short... or long... or tight... or wide. Despite the deficiencies, we've continued our love affair with them, while designers continue to offer little in the way of innovative fit solutions.
Levi's lead the way with their 2010 launch of Curve ID jeans, which catered to a wider spectrum of body-types. On the higher end, luxe labels like 3x1 Denim offer made-to-measure pieces, albeit at a steep price. Somewhere between the mass, affordable options and pricey, custom ones, lies INDi denim. As the name suggests, the San Diego based company is firmly focused on the individual.
"We are providing [tailor-made jeans] to a much broader number of people at a much lower price all because of technology," explains Ali Fenn, VP of Sales and Marketing, in our recent phone interview.
In fact, technology is at the heart of this brand which lets you select your preferred style, rinse, inseam and more exclusively online. The pieces are then created to your specifications at INDi's factory in Mexico, using premium fabrics and finishes. The final product is a high-end pair of jeans starting at around $175.
"We are providing a service for each unique body," declares Fenn, "Not just body type!"
Their commitment is crystal clear on the homepage of their newly revamped website. Under the aegis of INDi's Creative Director, Ulrich Simpson, the site is warm, inviting and relatable. Instead of skinny models in sultry poses, denims are shot on real customers who look really good in the jeans. Ulrich has tapped into his years of denim development for everyone from Harley Davidson to Tommy Hilfiger to create styles that a remarkable range of bodies, from plus, to curvy, to extra-tall to elderly figures.
Yet the smiling faces and testimonials, including one from Dame Helen Mirren who quietly bought two pairs this summer, almost seem too good to be true. Denim lovers are used to hearing brands talk about a great fit, but rarely used to experiencing it. Passionate as ever, Fenn, believes that INDi denim is the exception to this rule.
"The world does not need just another jean brand," she admits at the end of our phone call, "but the world absolutely needs a great brand that gives it a fit solution. This is it."