IT ALL STARTED WITH ONE SIMPLE PROBLEM: FINDING JEANS THAT FIT WELL.
In 2009, in the dressing room of an upscale boutique, I discovered a problem. On a mission to find comfortable jeans that looked great, were made of great quality, and that fit well, I was shocked to experience such frustration from the stack of denim I tried on that day. Standing proud at 5'2 and 1/2", I found the fit to be the most challenging objective. The majority of denim brands out there took a one-size-fits-all approach, leaving women like me with no options, other than to alter, hem, or wear jeans that simply did not fit well. With a drive for problem solving and an innate passion for craftsmanship and learning, I sought for guidance and knowledge from established denim designers, and started developing my first denim samples.
After investing years of research in the denim industry, sourcing an amazing denim manufacturing partner and pattern maker, and building a top notch team of women entrepreneurs with a zest for fashion, compassion, and creativity, I set out to create a premium denim brand that delivered an amazing fit and possessed timeless beauty.
We are now a small, but growing business, designed in the heart of Silicon Valley and made in Los Angeles, denim capital of the world.
It is our hope that when you wear our jeans, you are reminded of your greatness and inspiration to this world. Like a lotus rising from muddy beginnings into something beautiful and remarkable, so is the journey of your life. Thank you so much for your support.
- Sarah Coronado | Founder