7 hours ago | By Samuel Trotman
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Bethnals is a new denim brand from London, and offering unique unisex jeans for A/W 14.
One of the greatest qualities of denim is its unrivalled universal and unisex appeal. From girls borrowing their boyfriends jeans or trucker jackets or indy boys squeezing into women’s lean skinnies, denims generic style has a place for all. One designer who is tapping into this unisex approach, is London-based denim addict Melissa Clement, founder of Bethnals. With over 14-years’ experience working for highly recognised brands across Europe (including working as senior denim buyer for Topshop), Melissa has become an expert in her field. Her drive and passion for fit and detail meant that it wasn’t long before she pinpointed a need for a new generation of jean.
Living amongst London’s melting pot of youth sub-cultures and eccentric styling, Melissa quickly picked up on the number of youths blurring the boundaries between men and women’s denim and quickly set about developing the perfect fit for both in one jean. The result is a selection of skinny and boyfriend shapes cut to suit both the male and female silhouette with the essence of London spun into every thread. Initially funded through Kickstarter, Bethnals has quickly picked up pace amongst London’s denim community and already landed a place in East London’s newest jeans store Bad Denim.
Looking to fill the gap between high-street and high-end, their jeans range from £75 to £125 and of course any supporters of the Bethnals Kickstarter campaign are offered an exclusive discount. Check out all the info on the brands website and read Melissa’s interview over at Hunger Magazine.
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