Denim: Take Two

Aaaand… we’re rolling.

Denim is launching right now and shipping from Thursday.

At Yes Friends, we’ve been holding our breath for this moment… rolling out the red carpet for denim’s arrival, getting it photoshoot ready with the nicest lighting rig we’ve ever blinked at.

We want to get this right.

We know second chances don’t always come around.

It took three years to get our second chance with denim… three years of jeans being out of stock. If you missed the behind-the-scenes story of Denim: Take One in our last email, catch it here.

But denim is back for good this time.

And the short story is: you made it happen.

I'M IN ALREADY, LET ME BUY



If denim seems even more beautiful than we remember. That's because it is. 

We've rarely held denim quite like this. 

It’s got serious weight to it. The regular blue cuts are 12.5 ounces, which might mean nothing to you, especially if you use the metric system, but get these jeans in your hands and you’ll feel the durable heft.

Not to mention the texture, which has the rugged beauty of a freshly ploughed cotton field.

The denim is faded using lasers, and then it’s glammed up with branded rivets and buttons, a YKK zipper (the hotness as far as zippers go), organic cotton canvas on the inside label and trims, and a cheeky recycled polyester flag label on the back.

It’s a Ferrari for the price of a Fiesta.

Put these jeans on and you’ll realise the fit is premium too – regular, wide leg or slim. Each has just enough stretch to be comfortable when you’re moving, but the material is authentically tough enough that, if you want it to, it can hold its shape like Morph or some other stop-motion star.

And while this material is easy to pose, it’s no poser. It’s the ruggedly good-looking, popular kid you expect to be a jerk but you discover…

It’s also the nicest person ever. 

This denim is organic cotton that’s certified by GOTS – that’s the Global Organic Textile Standard if you don’t do acronyms. 

It’s cut and sewn at a factory where the garment workers work in good conditions and are paid good wages (and you can even tip them through our tipping scheme).

And it’s made using processes that use less water, and no toxic dyes, giving the denim a wonderfully low EIM score – an Environmental Impact score if you don’t do acronyms.

Basically, if angels lived in your denim pockets, the ones in these would give your hand a small shake. There’s even a little message in the pocket to remind you of this fact (and it is absolutely a fact).

It’s a second chance for the denim industry to be good again. A second chance for ethical to be affordable again.

It’s denim: take two. You made it happen. 

Now go get your denim.

CHECK IT OUT