The Ultimate Jeans

The Goldilocks jeans

The Ultimate Jeans strike that sweet spot between comfort and structure. Not too straight, not too tight, with a slight taper from the knee down for a tidy look. Room where you need it, support where you want it.

• Spot-on fit: it follows your shape without the squeeze.
• Comfort galore: space around the thighs, room through the rise - even when sitting.
• Versatile: like your trainers or prefer your brogues? Just as at home with either.

They’ve already won over 65,000 pairs of legs, add yours to the mix.

Built to last, and look better with age

We didn't just design these jeans to survive but to soften and patina with age:

• Seriously sturdy: The 425 g/m² selvedge fabric, custom-developed with Candiani, is dense, textured, and full of character. But above all, it lasts. Don't take our word for it – you've rated it 9.1/10 for durability.
• They tell your story: From selected organic cotton fibres to the dye process, thread tension and finish – we've engineered everything so your denim develops beautiful nuances over time.
• The details, the details: lined pockets, reinforced belt loops, heavy-duty stitching, and properly secured zamak buttons. No corners cut, nothing left to chance.

These jeans don’t just last, they take on a whole new life.

From Japan to Italy: a two-year quest for denim perfection

When we first launched the Ultimate Jeans, we used an exceptional Japanese denim that set the bar. But in our drive to do better, we scoured Europe for an alternative. No compromises: just as much character, texture, and soul, closer to home with reduced impact.

So we lucked out and discovered what we soon realised was the best of the best: Candiani in Italy. Two years of development later, we had our new denim. An organic 100% cotton selvedge with all the richness of the Japanese denim, but made in Europe in the most sustainable way possible. Since the 8th version, this is the fabric you've been wearing. And with this, its successor, the 10th version, we haven’t even had to modify anything, which is a rare thing indeed.

You rated it: 9.1/10 for durability, 8.5/10 for comfort, 8.7/10 for fit. Speaks for itself really.

Sure, it’s just a pair of jeans in the end. But to us, it's been a journey.