January 22 2019 – Mercantile London
Founder of Iden, Andrew Lethbridge always knew he wanted to create a sustainable, conscious and forward-thinking brand based on denim.
The belief was that great fitting jeans in premium denim shouldn’t cost the earth. Using fabrics from pioneering mills, with an emphasis on natural, organic and recycled materials, Iden create thoughtfully sourced collections that are not only sustainable, but also makes you feel great.
“Water is so precious and we are working with factories who share our conscious decision to reduce water in clothing manufacturing. Our jeans have eco-friendly washes using laser and ozone systems to ensure that we can get a better finished product with a fraction of chemicals” – Iden
Using a small supply chain for better visibility and open communication, Iden work closely with partner factories in Turkey & Portugal, who respect and share their conscious choice and sustainability ethos.
Iden create seasonal collections around key jean shapes, making sure that each style has a flattering feminine detail. Obsessed with fit and fabric to give that leg lengthening shape and figure perfecting silhouettes Iden provides the solution to a cool jean with a clean conscious.
Shop Iden here