Do you dread the arduous task of shopping for jeans? A chore by any standard, it can be a confidence-crushing, sweaty workout-type experience, usually resulting in a full wallet and salad dinner—but no jeans.
In an effort to avoid all of that, the folks at INDi denim are taking a new approach to the jeans business, viewing each consumer as an individual rather than a standardized size. “Fit is always an issue—you have so many people who buy a product because it’s trendy or they love the brand. We look at the body first and then work our product around them,” explained INDi’s creative director, Ulrich Simpson—a veteran of Tommy Hilfiger and Ralph Lauren who was enlisted to bring a resilient fashion-forward energy to the company’s recently re-launched site.
Though INDi only exists on the web, their site is a hub for custom-made denim. You get to choose your own silhouette, wash, pocket shape, and embroidery. If that’s not ‘customized’ enough, you can also indicate minute fit issues like gaping waistbands and overly snug hip-huggers.
After the jeans are complete, your unique pattern is stored in the company’s archives, “Once we have your body and fit we can turn around a product within two weeks,” says Simpson. It’s a business model that’s found a fan in Helen Mirren and thousands more—the number of fits-like-a-glove pairs that have found their way into savvy online-shoppers’ homes in the past year alone.
“Whether you’re a size 29 waist or a 24 waist, you really have a great range to choose from—it’s one by one, and we’re there to help you,” says Simpson. To try a pair—which retail for around $ 200—check out INDi’s site.