Why Denim Has Always Been Part of My Wardrobe

By Naomi

If you ask me what I wear most, the answer is almost always denim.

For me, it's never been about trends. Denim has always been the foundation of the way I dress. It's the piece everything else is built around. Whether it's a pair of flares, a jumpsuit or a great shirt, once you find the right fit, it becomes something you reach for without even thinking.

That's why creating our first dedicated denim capsule felt like such a natural step.

Some of our earliest collections featured embroidered flares and jumpsuits, and over the years they've become some of the pieces you've asked us to bring back the most. At the same time, I'd found myself wearing our Little Jeanie Denim Set more than almost anything else in my wardrobe. It made me realise how much I wanted to explore denim in a bigger way.

When I think about vintage denim, my mind always goes back to the road trips Ben and I have taken across America over the last ten years.

We've spent countless hours searching through vintage stores, flea markets and little roadside shops, and no matter where we ended up, there always seemed to be incredible denim waiting to be found. It feels so deeply woven into American culture that it's impossible not to come home inspired.

I also kept coming back to old photographs of women in the late '60s and early '70s. College campuses filled with high-waisted flares, perfectly worn jumpsuits, cropped blouses and roll necks. Denim wasn't the statement piece. It was the everyday uniform that everything else was built around.

That's exactly what I wanted these pieces to become.

One of the biggest challenges with denim is getting the fit right.

As someone with a curvier shape myself, I know how difficult it can be to find denim that makes you feel confident. That became one of the biggest priorities throughout the design process. Anything fitted has stretch so it hugs the body comfortably, while pieces like our Sadie Embroidered Jumpsuit offer a softer, more relaxed option. We also wanted to make sure there was something for everyone, whether that's embroidered flares, two different jumpsuit shapes or a skirt and vest set if trousers have never quite been your thing.

One of the things people probably won't realise is just how much time went into choosing the denim washes.

It sounds like a small detail, but I wanted every shade to work together. The shirt needed to pair beautifully with the flares. The jumpsuits had to sit comfortably alongside the skirt and vest. We tested lighter washes too, but kept coming back to those authentic mid and darker blues that have always felt timeless to me.

Shop Little Jeanie Indigo Blue Denim Chevron Jumpsuit

Some pieces came together surprisingly quickly.

The Little Jeanie jumpsuit was one of the first designs because I'd owned a vintage jumpsuit in a similar shape for years and wore it endlessly.

Others took much longer.

The Maggie Mae set probably changed more than anything else in the collection. It actually started life inspired by a vintage wool vest I'd found a few years ago. We originally tried recreating the stitched vines using a wool technique, but it just didn't feel right in denim. After lots of sampling, we completely changed direction and redrew the embroidery so the flowers looked like they were naturally growing through the seams instead. Looking back now, I'm so glad we trusted the process because it's become one of my favourite pieces.

Shop Maggie Mae Blue Floral Embroidered Denim Vest and Maggie Mae Blue Floral Embroidered Denim Skirt

Speaking of favourites, if I had to choose just one outfit from the collection, it would have to be the Maggie Mae Denim Set. I love a longer skirt, I love that you can still see your boots underneath, and it's exactly the sort of outfit I know I'll keep reaching for.

The biggest surprise, though, was the Sadie Jumpsuit. Erin created the embroidery for what was originally going to become a future coat, but once we tried placing it onto the chambray jumpsuit, everything just clicked. Sometimes those unexpected moments become the best designs.

Shop Sadie Blue Floral Embroidered Jumpsuit

What I'm most proud of isn't one particular garment.

It's the level of detail throughout the whole capsule.

From the blanket stitch edging and embroidery placement to the buttons, zips and fit, we thought about every part of every piece. We wanted these to feel like clothes you'll genuinely live in, rather than something that sits waiting for a special occasion.

More than anything, I hope that's how they make you feel.

Comfortable. Confident. Like yourself.

I know how difficult denim can be to shop for, especially if you don't fit into the standard mould. We spent a long time making sure these pieces worked across different body shapes because I wanted to feel amazing wearing them myself.

I really hope you do too.

Shop: Denim Collection