BETHNALS

Get ready to meet your favourite new jeans brand, creating denim for a new generation.

London born and bred, Bethnals are a new denim brand creating unisex pieces that blur the boundaries between what is constituted ‘men’s’ and ‘women’s’ denim. Sick of your boyfriend squeezing into your skinnies, or your girlfriend stealing your baggy jeans for the authentic boyfriend fit? Not a problem. Founded by Melissa Clement, who has over 14 years experience working with some of the biggest names in the industry, Bethnals recognise that people no longer shop – or dress – in conventional ways, and are creating a product to facilitate this new lifestyle, cutting jeans to suit the silhouette of men and women while keeping the intrinsic essence of ‘London cool’ in every thread.

Jeans will retail between £75-£125 and the brand will also offer a range of soft jersey t-shirts, denim jackets and socks (the Colins, named after Melissa’s dad) – again, all unisex.

“We are denim perfectionists, so we are always looking for the best quality denim for our jeans. At Bethnals, we steer clear of trends, instead setting our own path to time-honoured design and clean-cut staples that are crafted to live beyond the season ahead. We are determined to deliver you the faithful London uniform.”

See the full feature here.