Our Story

Everything we create is made with one goal in mind – never putting our interests before what's good for the planet. From our sustainability and social initiatives to being transparent in how we do business, we're working towards a brighter future, one pair of jeans at a time.

Based in Los Angeles, we're committed to ethical denim - minimal footprint for maximum comfort. We go to great lengths to ensure our entire supply chain is as responsible and clean as possible, from growing and harvesting organic cotton to sewing and finishing, plus all the processes in between.

We do this by choosing to only partner and cultivate relationships with like-minded suppliers across the globe - all of who won't compromise people, the planet, and quality for the end gain.

Using denim as a force for good is at the core of who we are, and so is making jeans and clothes that transcend seasons, are super comfy, and are designed to suit every body.

This is Oliver Logan.

Thanks for being part of our story.

Cheers, Oliver Logan

We're making positive changes for a better future by doing what we love most, ethically made denim.


Recycled Yarn

Our clothes are made from reclaimed fibres sourced from textile waste that has first been sorted by type and color before being stripped and re-spun into yarns and fabrics ready to be used to make our jeans.

Reused Materials

We're closing the loop on our manufacturing process, meaning our clothes are made with recycled material from post-consumer waste. So, the clothes you're wearing now could end up in our jeans and tees.


Ethical Supply Chain

We have partnered with global suppliers, all of whom have the highest environmental and sustainable standards and, just as importantly, treat their people with respect and are paid well.


Our factories are committed to creating a cleaner fashion industry by using the latest technology to significantly reduce our emission output, save energy and resources, and ensure better wastewater treatment.

Environmental Impact of our Jeans

less green house gas

Jeans with Good Genes


Every pair of jeans has a story to tell. What's your story?