The LONDON BOY

Your boyfriend’s jeans re-imagined just for you. Lovingly created and washed in Italy, these jeans are infinitely wearable and casually cool. Sit low on the hips, with a long slouch leg. This jean is made from ‘selvedge’ denim. It’s a type of denim treasured by jeans fans as it’s woven on old shuttle looms, and the cotton is generally rope-dyed to a rich indigo shade in old dye machines. This traditional way of making denim gives a gorgeous authentic look and feel, and your jeans will age beautifully over time. The word selvedge comes from the phrase ‘self-edge’, referring to the natural edge of a roll of fabric. The old shuttle looms create this edge, which is how selvedge denim can be recognised. Look for the white edge with a red thread when you turn up the leg of the jean, and on the coin pocket and back belt loop; a way to recognise the quality and integrity of a great pair of jeans. Close »