The Iconic Straight-Leg Jean

Say iconic denim - we think of the quintessential straight-leg jean. Princess Diana, Thelma and Louise, Jennifer Aniston, Halle Berry, and Eva Longoria just scratch the surface of style icons who have made this cut famous.

There's a reason (actually, several) we keep coming back to this classic cut. Beyond being effortlessly cool by definition, the straight-leg cut is super flattering across various body-types, relaxed and comfortable for all-day wear, and is versatile to style - playing equally as well with heels & a blazer as they do your favourite pair of sneakers and a casual tee.

Which is why we made Zoe - she's new, and she makes an impact in more ways than one.

With a super high-rise (the highest of our entire range) and statement patchwork style wash, Zoe is designed with leg-lengthening, waist-hugging, and bum-flattering superpowers.

Made with our super-lux organic cotton and all natural fibre denim that grows softer and more comfortable with every wear. She is finished with a raw ankle-length hem, which you can leave as is or chop to your ideal length with the assistance of some scissors and sandpaper.

To mark the launch of Zoe, we chatted with Head of Denim Design Claire Ford about bringing Zoe to life.

Q. Tell us why you are loving the Zoe jean?
• I think that the straight-leg is an iconic fit. It’s inspired by a relaxed ‘90s denim silhouette that’s really effortless and timeless. It suits everybody’s shape so anyone can wear them. They’re super comfortable, non-restrictive and definitely a closet staple.

Q. What was the process of finding the patchwork style wash?
Our Rogue wash is a mix of patchwork that's removed half way through the wash to create the darker tones and finished with lasering, ozone, and eflow. This is the technology that replaces the need for harmful traditional methods like stone washing or excessive water, energy and chemical use.

Q. How have you been wearing your Zoe’s?
• I like that Zoe can be dressed up or down. I’ve been wearing them with my Sucker For Humanity Tee and my Better Days chambray shirt (coming soon). I also love dressing them up with heels, my Margot shirt, and an oversized blazer.

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