In her jeans — A denim story through generations

This season, we celebrate denim as more than a style choice — we honour it as a symbol of connection, confidence, and continuity. The In Her Jeans series brings together different generations to reflect on the moments, memories, and garments that shape who they are — and how they show up in the world.

At the heart of it all is the relationship between mothers and daughters. The quiet strength. The shared glances. The honest conversations and inside jokes. These interviews explore what it means to grow up together — to learn from one another, to challenge each other, and to pass down more than just clothes.

Worn-in denim. Worn-in memories. A daughter’s first adventure in jeans, a mother quietly tucking away the jacket she once wore. Shared looks, shared styles, shared stories. These moments become part of us — stitched into the fabric of our lives.

Through candid conversations, we meet two families who show us what timeless style really means. It’s not just in the way you wear your jeans. It’s in the way you grow in them — side by side.

Explore our denim collection here.