We’ve just brought back our sold-out wide leg jeans in two new washes and our regular jeans in a light wash but first…
You know those moments that make you say “never again”?
Never again will I underestimate how many snooker balls Susie, YF operations guru, can pot in a game of pool.
Never again will I keep my eyes open to watch the final ten minutes of an England World Cup semi-final.
Never again when Google Maps says “there’s a 20 minute delay on the M5” will I trust that it’ll clear up soon, so that after 54 minutes of standstill, I’m left out of water and out of Graze honey crunch snacks, with a phone battery I’m praying will magically go no lower than a teetering 4% so I’m not left in gridlocked car without the distraction of Ian Nathan’s warm audiobook narration.
Recently, one of our team thought "never again will I put my face in a video ad".
While we love Yes Friends getting a bit of attention – The Guardian gave us a shoutout recently – we don’t love that attention to come anywhere near us personally.
It’s for that reason that our founder Sam’s LinkedIn profile is as dormant as a squirrel hibernating in a multi-year winter that the white witch of Narnia would be proud of.
Some of us have occasionally stepped into the camera-shy gap. Our designer Hope got involved in our Instagram ads – facing the camera lens head on and talking about the Yes Friends jeans.
Hope regretted that. Suddenly her face was everywhere online – or at least as far as our modest ad spend could send it – and nowhere more prominently than Hope’s own feed.
Every time the ad flew up on Hope’s Instagram she hit ‘hide’, but the ad didn’t seem to want to be blocked.
So she kept seeing her own face appear on her scrolls, selling the jeans she designed.
Never again. (Or so she thinks).
Thing is, those talking-to-the-camera ads were good at breaking people’s reservations…
“I have literally never bought something straight from an Instagram ad, until I found Yes Friends jeans!” – Elle
The denim even made people break their never-again vows… take Lewis, for instance…
“I’ve always worn big brand jeans, then found they weren’t comfy and moved to chinos, vowing to never wear jeans again. Years later, took the plunge and realised that jeans can actually be soft, comfy, and warm! Love em, gonna order another pair asap!” – Lewis
You could say it’s a kind of denim that makes you say a different kind of ‘never again’.
Never again will I settle for jeans that don’t make me say, “Der Stoff ist der absolute Hammer! Der Schnitt ist super!”
Just like Mareike did in her review.
We don’t speak German, but we’re pretty sure jeans should make us say something along those lines.
Okay, so we did look up a translation. And “Der Schnitt” translates literally as “the stuff”.
Some translators would say it translates better as “the fit” or “cut” – as in “the fit is super.”
But we like “stuff” better.
Colloquially in English, you can also praise something by saying “That’s the stuff.” It’s what you might say when you take your first sip of a refreshing drink.
So we could even say, our jeans’ stuff is the stuff.
Our wide legs sold out fast – so we’re bringing them back today.
You can grab them in our original bestselling mid wash, as well as a new light wash and a dark wash. And you can now grab men’s regular jeans in that same light wash too.
If you’ve got a pair already, you’ll know the denim has the rugged texture of an organic cotton field, made using processes that use less water, and no toxic dyes, giving the denim a wonderfully low Environmental Impact Measurement score.
They're cut and sewn at a factory where the garment workers are paid good wages.
And the cut is the stuff.
Never again will we settle for anything less.
FEEL THE STUFF
A FLAMING HOT ORANGE BUTTON