Bethnals. The London Uniform.
WHO ARE WE?
Bethnals are a London-based denim brand established in 2013 by creative product developer, Melissa Clement. With over 14-years’ experience working for highly recognised brands across Europe, Melissa has become an expert in her field. Her drive and passion for fit and detail meant that it wasn’t long before she pinpointed a need for a new generation of jean.
Bethnals asks- why should men have to buy women’s jeans to nail the perfect skinny aesthetic? And who said women have to have a boyfriend to get just that – the ‘boyfriend’ fit? With this ethos in mind, she started Bethnals with the aim to bridge this gap and create a brand of denim, cut to suit both the male and female silhouette.
WHAT DO WE DO?
London born and bred, we are a brand continually inspired by the capital around us. A city defined by creativity and individuality, London tirelessly energises our industry and many others; whether it’s music, art, interiors, denim. Bethnals hope to capture the uniqueness of London in every thread.
We are denim perfectionists, so we are always looking for the best quality denim for our jeans. At Bethnals, we steer clear of trends, instead setting our own path to time-honoured design and clean-cut staples that are crafted to live beyond the season ahead. We are determined to deliver you the faithful London uniform.
WHY OUR JEANS?
Our price point is one of our key differentiators. We will fill the gap between high-street and high-end with our jeans ranging from £75 to £125. For our Kickstarter campaign, and to show our genuine thanks to our early supporters, we are offering you an exclusive discount.
We are launching with two unisex collections- Core and Selvedge. Core caters to those looking for a timeless pair of jeans, whereas Selvedge is for those who want a jean committed to denim’s heritage. Both denims will come in three fits: skinny, straight and relaxed and each fit is guaranteed to tick every box regardless of your gender.
With the perfect fit at heart of what we do, Bethnals will also release seasonal collections, which will run alongside our classic cuts throughout the year. With this, we hope to grow and expand, to introduce pieces that go hand-in-hand with your favourite denim: outfits made easy.
THE WASH STORY
At Bethnals, it’s our pet hate when jeans have been processed to look vintage. This is done by using spray on bleach, which damages the fabric and removes individuality from your jeans. Our denim has been rinsed with added softener to give it the help it needs on the way to fading with wear, so that you are imprinted on your Bethnals.
If you want to keep them crisp, then wash your Bethnals inside out; but if (like us) you want ultimate wear, don’t wash them at all.
What our jeans have in common: trusted 5 pocket jean styling; button fly; subtle contrast twin needled seams with compact 14 stitches per inch on the coin and back pockets. Outer seams are flat felled and bound in contrast chambray for a true denim look. Our denim is sourced from ISKO- the leading mill in the market for innovation and quality.
Selvedge denim is the cream of the crop in denim industry heritage! The fabric is created on old school narrow shuttle looms which add a distinctive margin/tape to each edge. We then cut the jeans to expose the tape on each leg. Our unique Bethnals 'self edge' tape is white and black- clean and simple! Its not the most effective way to make a pair of jeans, but it is definitely our favourite.
The Pete Skinny.
Hey Pete: 5 pocket classic skinny jean available in Rinsed Indigo & Clean double dyed Black. Produced with unique core spun denim, with a performance power stretch. 10.5oz, your everyday skinny.
The Joey Slim Straight.
Joey is: Slim straight leg 5 pocket jean, who comes in clean Black wash/soft rich indigo in a wonderful 12.5oz comfort stretch denim with open natural character. Wear cropped as a perfect ankle grazer silhouette.
The Winnie Relaxed.
More on Winnie: ‘The boyfriend’ of the collection, Winnie is a relaxed 5 pocket block available in clean Black wash & double-dyed left hand twill Indigo. Soft 100% rigid cotton denim. Buy to your size and wear higher waisted a la MOM jean or choose a size larger for true slouchy comfort
The Angela Tee.
Get to know Angela: Super relaxed crew neck tee with a natural stretch. Available in Soft Pink/Blue Marl/ Classic White, cut in a textured slubby linen-cotton blend luxury jersey. Our BETHNALS logo subtly positioned on the inside arm.
The Roger Shirt.
A bit about Roger: Our signature 3 Exposed buttons worn on the Roger double placket casual shirt. Roger works oversized, or slim fitted depending on size selection. Available in: Classic White/Rich double dyed pure Indigo in soft 8oz Spanish left hand Twill.
The Tommy Jacket.
All about Tom: ‘The Worker’ jacket of Bethnals, with two large square patch pockets. Beautifully soft Ferra blue warp & weft 9oz denim, the Tommy is the perfect throw on relaxed jacket, comfortable and versatile.
The Colin Sock.
And there's Colin: who can forget our Bethnals sock. Chunky soft wool navy & cream stripes, the sock of all socks! Made in England. A pair of Colin socks will keep your toes toasty and the name is awesome! Well, they are named after a very cool dude- my Dad..
Follow us on the below sites for all the action back stage at Bethnals HQ.
Check out a snippet of our latest campaign #mylondonuniform- A couple of backers and friends came down to the Box Studio for a little try on session of the Bethnals collection last week. To prove the ability within our unisex fit, we thought we would capture the moment on film and show you guys what its all about. These lovely real people are unedited and styled how they would wear their London Uniform. Enjoy!
Risks and challenges
Our biggest challenge involves the manufacturing process and getting the timing right.
In order to craft your pair of Bethnals the mill must weave the denim; after this the design studio will cut, stitch, wash and pack our launch collection.
The last 18 months has been spent refining Bethnals as a brand. Quality is integral to us, and we have spent this time sourcing fabric of the highest quality, and partnering with the most experienced manufacturers.
For our first run the last thing we want to do is rush the production. We are all professionals, we are all committed to quality and punctuality, but we want Bethnals to be perfect for you, and for us. We believe in honesty, and so you will be in the know all the way through this process should we come up against any problems.
Thanks for your support. Enjoy your Bethnals!Learn about accountability on Kickstarter
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