Tender Jeans Video

The Denim team at stylesight loves Tender Jeans– the beautiful, artisanal brand launched a year ago by denim aficionado, William Kroll.

We’ve blogged about his range and collaboration with The Hill Side ties before, but when we saw this video on Freemanbrand.com by Nythan James we thought he deserved another mention.

Tender from nythan james on Vimeo.

Tender Jeans has its roots in antique workwear and machinery, and seeing as Kroll is a british designer based in England, he particularly focuses on the Great British Steam Age. He named the brand Tender Jeans after the truck that carried coal and water to power locomotives and also after the process of meticulously tending to the research, design, and manufacture of his jeans. Just as a gardner tends to his roses, Kroll hopes his customers will, “Live with their clothes; wearing them hard, but respecting their provenance and stories they have to tell.”

And boy, do they tell a few stories. Kroll is a stickler for detail and each garment he designs features many fascinating and meticulous details, some of which he highlights above in the video – definitely an absorbing watch. The 189 guys also interviewed Kroll recently on their blog and it’s well worth a read,  too.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.