Fashion is an ever-evolving world, with trends and garments always scrambling to step up and stay at the top. One particular garment is synonymous with being the benchmark, thanks to its versatility, comfort, and effortless style – denim. From its humble origins as durable workwear to becoming a fashion staple, denim has transcended generations, cultural boundaries, and trends. However, despite its universal appeal, its fit has often been dictated by societal norms and industry standards. But what if we changed the status quo and embraced an idea – one that mandates it fitting us and not the other way around?

From the rebellious days of James Dean and Marlon Brando to the iconic moments of Marilyn Monroe and Audrey Hepburn, denim became a timeless representation of freedom, youthfulness, and self-expression. Indeed, with the passage of time, what started as a fabric to withstand the work force in the late 19th century transitioned into a fashion statement that captivated the masses.

However, mass popularity breeds new and intriguing standards, and denim was no exception. Fashion etiquette encouraged a “one-size-fits-all” mentality that became prevalent, alienating those who didn’t conform to these predetermined notions of beauty and style. This ended up leaving many consumers feeling inadequate or excluded from embracing its charm. It’s high time we redefine the way we view it and take accountability for enabling this outdated narrative to last.

Premium brands like DL1961 strive to change this existing conversation. Instead of striving to fit into a predetermined mould, they urge the celebration of our bodies and the embracing of denim as a canvas for self-expression. DL1961 specializes in state-in-the-art technologies that aim to produce premium denim with sustainability efforts at the forefront of the business since 2008 – creating the ultimate formula; one that hugs and fits your body like a glove and highlights your curves in ways that increase body positivity and leave you feeling more confident than ever.

How should our favourite pair of denim behave?

It’s worth noting that the perfect fit is not about conforming to a prescribed standard; it’s about finding what makes us feel confident, comfortable, and authentic. Each body has its own unique proportions and curves, and therefore, denim should adapt to them and not the other way around. Whether it’s high-waisted, low-rise, bootcut, skinny, relaxed, or anything else, it’s a matter of personal preference and finding out what resonates with our style and personality.

DL1961 aims to create denim that is specific to the body’s size, right down to the exact inch. The brand considers unique and fashionable styles and complements them with colours and fabrics that are flattering to a modern woman’s body. They use material that is breathable, unrestrictive, stretchy and durable over time. Through this, DL1961 shifts Denim’s status from being a conforming identity to a commemoration of individuality.

Size-inclusive, but also environmentally conscious

With an estimated market value of approximately 27.1 billion dollars (2022), one that is expected to increase to over 35 billion dollars by 2027, accountability needs to also transcend into the denim industry’s sustainability efforts. Studies have indicated that 2.16 million tons of waste is generated from jeans annually. To put it into perspective, 2,900 litres of water, along with huge volumes of chemicals and energy, is consumed in the production of a single pair of jeans. Other fast fashion brands have been known to use harmful dyes and uncertified cotton, and exhibit unethical working conditions.

But as we progress as a contributing society in the 21st century, we’re seeing hopeful changes by environmentally conscious brands. DL1961 is one of the leaders in sustainable denim in particular, overseeing the entire manufacturing process from fibre to finished garment, all the while using sustainable technologies. They recycle 98% of the water used, opt for clean dyes, use solar power and heat recovery, utilize certified cotton, and apply ethical practices. These are at the core of the brand’s sustainability mission to eliminate waste and to promote a completely circular economy.

By recognizing that denim should fit us and not vice versa, we as consumers are able to open the doors to inclusivity, diversity, and genuine self-confidence. The beauty of denim lies in its ability to adapt to various body types, reflecting our personal style and individuality.

To learn more about DL1961 and their commitment towards sustainable fashion, visit here.