Sustainable denim brand Boyish links with Selfridges for UK debut

By

Sandra Halliday

Published
Apr 26, 2019

LA-based sustainable denim brand Boyish will set foot in the UK this summer with a launch in Selfridges on June 16. The debut will also see it offering a number of exclusive styles at the upscale retailer.

The brand was founded by California native Jordan Nodarse (who’s the ex-denim director of Reformation and GLRFND DNM) and is designed in Los Angeles, which adds several strong selling points to the brand.

Each collection is centred on “vintage silhouettes with a modern update, all available at an attainable price point.” The jeans start at $148.

The company said that it “focuses on product quality, fit, and authentic washes to create styles reminiscent of your favourite pair of vintage jeans with an updated fresh and modern design.”

It's a good time for the brand to launch at the upscale department store. Since opening its London branch Denim Studio in 2013 as the world’s biggest dedicated denim department, Selfridges has understandably become a jeans destination. 

And the ever increasing interest in sustainability means that any brand with a strong sustainable story behind it has won the battle for consumer attention before shoppers even start to look at the products. Denim has been called out as one of the most polluting categories in the fashion sector and millennial consumers are increasingly looking for brands that approach things differently.