Cut with attitude. Sewn with adventure. Made for living.


Denim is the uniform of the everyday - but we know that no two days are the same. Especially for the women in our world. We have carefully considered the cut, the fit and the composition of our denim to blend seamlessly into the unique stories of all those who wear it. Designed to be as rich and varied as the life they will lead.

Universal shapes move effortlessly from days in the park to dance parties after dark. Some woven with stretch to suit tireless agendas. Others cut stiff for added bite on the days that demand it. Gregarious in-house designed prints give off main character energy. While classic washes play a laid-back supporting role. Wherever you go, your denim is designed to follow.

Each woman in our campaign is wearing our new Hayley Menzies denim. Discover their stories.



At home in Portobello Road and one of the most in demand models of the moment.

The extraordinarily cool Steph Grainger took part in our campaign shoot alongside her daughter Annabel Simpson - and in her spare time loves dancing her heart out at Annabel’s gigs. Posing in just our Zebra Tapered Jeans, no one wears denim quite like her.


Meet Steph’s daughter. Singer, writer and regarded DJ, Annabel Simpson lives for her turntables and a crowded dance floor - whilst downtime consists of taking her beloved pooch Pablo Escobar on rambling walks in the country. With a flair for TikTok, Annabel was our behind the scenes content queen on our campaign. All the while looking fierce alongside her mama, in our Jessie Denim Shirt and Flares.



Born and bred in St Lucia. At home between Toronto and London. Abigail is a model and true free spirit, who brings energy, joy and intention to everything she does - from weekly CrossFit to summer festivals and travels around the world. Radiating poise and sensuality, Abigail evokes sleek feline vibes in our Arizona Flare jeans.


Made in India. Magnetic in Denim. Thara is a model and trained fine artist, who paints in her studio by day and attends wild warehouse raves by night. Lithe and bendy, Thara could achieve every single yoga pose Hayley could dream of on shoot day. Adorned in every single style of HM jeans.



Our very own Founder and Creative Director. Animal lover (especially cats), yogi, vintage archivist and fan of dancing barefoot. Her mission is to create the vintage of the future - and ensure that no animals or humans has come to any harm in the making of our clothes.
Creative Director: Hayley Menzies
Photographer: Stef Galea
Director Of Photography & Editor: Fabio Guglielmelli
Stylist: Christopher Maul
Make Up: Jo Frost
Hair: Jordan Cobella