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love denim. We’re never out of it. Nothing feels better than putting on your favourite pair of jeans – no matter how worn or torn they are! What’s even greater about denim is the fact you can share it – girls ‘borrowing’ from their boyfriends – making his jeans hers. Guys squeezing into girls skinnies, everybody wearing oversized tucker jackets. Denim is universal and completely unisex.

Welcome Bethnals, a new denim brand from London by Melissa Clement, a self confessed denim addict. Bethnals unique approach? It’s unisex – making Bethnals the perfect go to jean for Londoners who are living together but pushed for space in that one bed flat!


Melissa, former denim buyer at Topshop, has over 14 years experience in the industry and has worked with denim throughout Europe. Like us, Melissa is passionate about denim, with a drive to find the perfect fit, and the small details which make a huge difference.

Bethnals was originally funded through Kickstarter and has begun to make deep indigo waves in the denim market, notoriously competitive to break. Bethnals is the result of blurring the gender boundaries in denim. The result is a collection of skinny and relaxed fits to suit both men and women. The brand is already stocked in East London’s Bad Denim.

Bethnals is soon to become the new ‘London Uniform’. Fitting perfectly into the premium high street tier, starting at £75 to £125, the brand is very pocket friendly, and if you support the Bethnals Kickstarter campaign you’ll even get a discount!