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Bethnals: Quality Unisex Jeans. True Londoners blurring the boundaries between men and women’s denim. The perfect fit in one jean.
Bethnals: Quality Unisex Jeans. True Londoners blurring the boundaries between men and women’s denim. The perfect fit in one jean.
157 backers pledged £12,207 to help bring this project to life.

About this project

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£12,207

157

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.

THE JEANS

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. 

THE SELVEDGE

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 FITS

The Pete Skinny.

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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

UPPERWARE

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.

https://twitter.com/Bethnals

http://instagram.com/bethnals

https://www.facebook.com/bethnals

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!

THANK YOU!

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!

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  1. Select this reward

    Pledge £10 or more About $17

    The Colin Sock – For just a tenner you’ll get a beautifully presented pair of UK made, chunky wool cream & navy stripe socks as a thank you for your support!

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    Pledge £20 or more About $34

    EXCLUSIVE KICKSTARTER PRICE.

    Angela Tee –
    Back us with £20 and make Angela one of your go-to tees. The perfect linen slubby crew neck available in pure white, blue marl, and soft pink – don't worry about selecting a size or colour now – we'll get in touch at the end of the campaign!

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    Pledge £50 or more About $85

    EXCLUSIVE KICKSTARTER PRICE. Roger Shirt –
    Roger needs your support: back us £50, and you’ll get the beautiful Roger shirt. 9oz left hand twill soft tencel with our signature 3 exposed buttons. In pure white or rich indigo. Small, medium, large or extra large: for laid-back cool or super smart. Don't worry about selecting a size or colour now – we'll get in touch at the end of the Kickstarter!

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    Pledge £65 or more About $110

    EXCLUSIVE KICKSTARTER PRICE. The Pete Skinny –
    when you back us £65, get a beautifully crafted pair of stretch skinnies from our first ever core collection. Available in clean black or rinsed Indigo. Don't worry about selecting a size or colour now – we'll get in touch at the end of the Kickstarter!

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    Pledge £65 or more About $110

    EXCLUSIVE KICKSTARTER PRICE. The Joey Straight –
    when you back us £65, get a beautifully crafted pair of comfort stretch slim straight leg jeans from our first ever core collection. Available in clean black or rinsed Indigo. Don't worry about selecting a size or colour now – we'll get in touch at the end of the Kickstarter!

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    Pledge £65 or more About $110

    EXCLUSIVE KICKSTARTER PRICE. The Winnie Relaxed –
    when you back us £65, get a beautifully crafted pair of relaxed jeans from our first ever core collection. Available in clean black or rinsed Indigo. Don't worry about selecting a size or colour now – we'll get in touch at the end of the Kickstarter!

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  7. Select this reward

    Pledge £75 or more About $127

    EXCLUSIVE KICKSTARTER PRICE. Tommy jacket –
    £75 will bag you Bethnals’ beautiful soft Tommy worker jacket. Tommy goes with everything, and will wear in all the right places as the years pass by. In small, medium, large or XL, we'll get in touch about sizing at the end of the Kickstarter!

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  8. Select this reward

    Pledge £115 or more About $195

    EXCLUSIVE KICKSTARTER PRICE. Selvedge: Pete Skinny –
    For the denim geeks out there: genuine selvedge jeans for £115. Choose this pledge, and get a skilfully crafted pair of skinny selvedge jeans from our first collection. We'll get in contact about sizing and wash after the Kickstarter has ended!

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    Pledge £115 or more About $195

    EXCLUSIVE KICKSTARTER PRICE. Selvedge: Joey Straight –
    For the denim geeks out there: genuine selvedge jeans for £115. Choose this pledge, and get a skilfully crafted pair of slim selvedge jeans from our first collection. We'll get in contact about sizing and wash after the Kickstarter has ended!

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    Pledge £115 or more About $195

    EXCLUSIVE KICKSTARTER PRICE. Selvedge: Winnie Relaxed –
    For the denim geeks out there: genuine selvedge jeans for £115. Choose this pledge, and get a skilfully crafted pair of relaxed selvedge jeans from our first collection. We'll get in contact about sizing and wash after the Kickstarter has ended!

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    Pledge £500 or more About $848

    KICKSTARTER EXCLUSIVE. Bespoke Bethnals –
    For pledging big bucks, we will measure and tailor your very own, totally unique pair of jeans. Custom fit, fabric, wash and style chosen by you, so you can have your own exclusive piece of Bethnals. We'll be in touch at the end of the Kickstarter to organise your consultation!

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    Pledge £2,500 or more About $4,241

    KICKSTARTER EXCLUSIVE. Bespoke Bethnals for a decade –
    A pair of individually crafted, personally selected Bethnals every year for ten years. You can change your jeans as you change your style, and watch Bethnals grow as you do! We'll get in touch at the end of the Kickstarter, to get started on your Bethnals!

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Funding period

- (38 days)