Jan 10, 2017 | By Lourdes Linares
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Jul 19, 2016
East London is always a hot spot to pick up new denim brands, and this week in Shoreditch there’s a new denim label in town that’s offering women a tougher kind of jean.
Enter Burds London: the new British denim brand for ‘badass ladies’ (their description not mine). Founded last year by Tamara Bell and Ame Pearce, Burds London was created with the female biker in mind. The pair bonded over a combined love of motorcycles, and functional but desirable fashion, so they set about developing a line of hardwearing, performance items, cut to flatter and enhance the adventurous women’s wardrobe.
Though Burds’ denim is indeed durable, it’s not your typical stuffy biker style. The brand offers on-trend pieces like raw denim jackets with a detachable faux shearling collar or a pair of hip-hugging skinny jeans that look good in the saddle or in the street.
And for those looking for something for the road, Tamara and Ame are also offering a second “Performance” collection of 3 technical stretch denim constructions that use Dyneema, a fibre that is fifteen times stronger than steel and lighter than water, or CORDURA, a nylon based fibre that retains the authentic look and feel of denim, but with added toughness and abrasion resistance.
With their debut collection hitting stores this fall, Tamara and Ame, have set up shop on the trendy Redchurch Street, alongside neighbouring stores like A.P.C., Nudie Jeans and Sunspell. For just a short five days, 17th – 21st July, the pair are showcasing their tough as nails denims, through a concept pop-up store complete with custom bikes. Here you’ll get a chance to speak to the founders and hear more about the new denim line and how these tough twills can enhance your wardrobe.
Check it out at 30a Redchurch Street, Maurice Einhardt Neu Gallery, E2 7DP
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